The Marketing Faculty of The Kellogg School of Management
The Marketing Faculty of The Kellogg School of Management
The fifth book in the renowned Kellogg series, Kellogg on Branding is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, Kellogg on Branding brings the formidable knowledge of Kellogg s world renowned marketing faculty to bear on the topic of branding and brand management.
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Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won.
