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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  • Thom Disch { There are similar taste tests done with vodka, where the best vodka is supposed to be the one with the least taste (flavored vodkas excepted)... } – Beer and the Power of Branding
  • emitahill { Fascinating. So it's all about branding, and ultimately all about marketing, and behind the marketing, money, whether it's beer or politicians. He who pays the... } – Beer and the Power of Branding
  • Stephen Calkins { Embarrassing that a Kellogg beer club would hold a taste test among light beers which, almost by definition, have no taste! And I know it's... } – Beer and the Power of Branding
  • Emma Stockdale { I'm curious how much of this resulted as a byproduct of broader company culture / official protocol (why did they board the plane if they... } – United’s Branding Disaster
  • emitahill { Really bad. I waited 10 hours in an airport Saturday. Problem was that the airline had not grounded planes and canceled flights in really bad... } – United’s Branding Disaster
  • Alain Weber { Indeed Tim, this is a rough day for United. This brutal action was certainly unexpected. But, upon reflecting on general airlines' attitude toward passengers, I... } – United’s Branding Disaster
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