Kellogg on Branding

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> <li>Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio</li> <li>Techniques for building a brand-centered organization</li> <li>Insights from senior managers who have fought branding battles and won</li> </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.</p>