Kellogg on Branding in a Hyper-Connected World
Brands 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 in a Hyper-Connected World reviews many of the key concepts behind the world of branding and how they play out in today’s connected, digital world. The book, published in 2019, 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 in a Hyper-Connected World 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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