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 { That's a devastating story and just as many smaller dairy farms are shutting down. Read Madeleine's story about Leelanau Cheese on FB. It will be... } – Fair Oaks Deals With a Brand Crisis
  • davetuchler { Horrifying story. Immediately brought to mind Boeing (737 MAX) and Vale (failed dams) -- loss of human lives, made more tragic by corporate indifference, incompetence,... } – UNC Health Care’s Brand Crisis
  • Sat Ganesha S. Khalsa { I postulate this happens at ALL organizations, an organization does not arrive at a tragedy of this proportion without signals, many signals. Yes, there is... } – UNC Health Care’s Brand Crisis
  • emita Hill { A tragic story and yes, clumsily handled. } – UNC Health Care’s Brand Crisis
  • emita Hill { Truly a tragedy on many levels with branding not the least of them. } – Sri Lanka’s Brand Disaster
  • Marina { I believe something to think is also the switch between one generic and the other. Usually the generic proves bioquivalence with one brand, but not... } – Time to Rethink Generic Drugs
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