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

  • Stephen Calkins { Stunning turn-around to think that the once-iconic CocaCola is now a brand in serious trouble. Hard-hitting commentary that seems on the mark. } – Trouble at Coca-Cola
  • Thom Disch { Wow the most recognizable brand in the world is in trouble. I can see that. The cultural problems that will present for management will probably... } – Trouble at Coca-Cola
  • Sarah Kemple { Perhaps Coke should consider adopting Charity:Water as one of their community partnerships } – Trouble at Coca-Cola
  • emitahill { Troy Cracker Barrel has internet. I have brunch there with a friend 2-4 times/year coming and going from Hamburg. The display of merchandise is hilarious.... } – Brand of the Month: Cracker Barrel
  • Rod Taylor { It helps that they have a relatively large and high margin "country merchandise" section in the waiting area and that they get 14K visitors on... } – Brand of the Month: Cracker Barrel
  • Stephen Calkins { You were kind not to protest. For an argument that customer service is a key part of iPhone success, see story in today's New York... } – The High Cost of Poor Service
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