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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  • emitahill { Wonderful, Tim. I am wildly envious. Love all three of those cities and haven't been in far too long. } – Branding Observations from a Trip to Europe
  • Stephen Calkins { If Whitmire followed other advice you've given--live frugally and save regularly--at least he'll not have serious financial worries. He's 57 and presumably still receiving movie... } – Learning from Kermit’s Downfall
  • Dana { Charging fees is only one part of the racket HA is doing. They are also collecting all monies, collecting interest on the homeowners rents and... } – Why Homeaway’s New Fee Makes Sense
  • Jos. Smedley { Two Dogs, well today we received news from Home Away that starting SOON { "coming to a theatre near you" } there will be a... } – Why Homeaway’s New Fee Makes Sense
  • Jos. Smedley { Melissa, we could not agree with you more and pray that their chickens come home to roost ! Perhaps you would be kind enough to... } – Why Homeaway’s New Fee Makes Sense
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