Kellogg on Branding

 bookKelloggBrandingBrands are incredibly important for any organization. A strong brand creates value in many ways, from generating purchase interest to attracting employees. Perhaps most importantly, a strong brand shapes customer perceptions, either positively or negatively.

Kellogg on Branding reviews many of the key concepts behind the world of branding. The book starts by explaining how brands add value. It then addresses key topics related to branding including brand positioning, brand portfolio strategy and brand design.

The book closes with a series of chapters by business executives addressing particular branding challenges such as identifying a promising brand name and engaging the organization.

Kellogg on Branding includes chapters by many of Kellogg’s top marketing professors. It is a thorough and interesting look at a critically important part of business.

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Conversation Across the Site

  • Thom Disch { Great observations! I wonder what will be the new rising brand stories for 2018? What will be the driving force that enables them to rise... } – Brands to Watch in 2018
  • timcalkins { Dave---Well said. It certainly feels like a return to the core for the BMW brand. } – BMW Embraces its German Roots
  • davetuchler { I suspect part of this is due to BMW losing traction (sorry) in the US; positioned as the Ultimate Driving Machine, steering and suspensions on... } – BMW Embraces its German Roots
  • lfisher { Funny -- we just went through the same exercise and ended up the same place. Brand was huge in our choice. First, we looked at... } – Buying a New Car and the Power of Brands
  • Thom Disch { This is an interesting discussion. I think there maybe a difference between big brands, like auto companies and small brands, like say, pasta manufacturers. The... } – Buying a New Car and the Power of Brands
  • timcalkins { I wouldn't rule out a new one! The new small cars are remarkably inexpensive, and you can play one dealer off the next to get... } – Buying a New Car and the Power of Brands
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