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

  • emitahill { Great list, Tim. And you picked in my estimate the two brightest and shiniest political brands and the most fun and hopeful to watch. Young... } – 2019 Brands to Watch
  • Rhonda Sherwood { J & J has known for years that the talc in their baby products is harmful. Years ago, J & J promised to stop using... } – 2019 Brands to Watch
  • Todd { Pricing in pharam is a particularly dynamic area. My son was recently diagnosed type one diabetic -- I now have distinct awareness of lower prices... } – 2019 Brands to Watch
  • Jacqui { On the leave behind issue, a well written summary or a snappy infographic that provides your audience with what they need to follow-up with you... } – The Problem Isn't PowerPoint
  • Jacqui { My friend and colleague Eric Bergman has written extensively on this issue and for decades has espoused a presentation that engages audiences in conversation. It... } – The Problem Isn't PowerPoint
  • timcalkins { Todd--A great issue to consider. There is no doubt that e commerce is changing the game for private label players. I'll dig into it a... } – My 2018 Brands to Watch – A Look Back
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