Kellogg on branding the marketing faculty of the Kellogg School of Management

Synopsis

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:<ul><li>The latest thinking on key branding concepts, including brand positioning and design<li>Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio<li>Techniques for building a brand-centered organization<li>Insights from senior managers who have fought branding battles and won</ul><p>This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today′s ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.