- ISBN13: 9780471690160
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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:
- The latest thinking on key branding concepts, including brand positioning and design
- Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
- Techniques for building a brand-centered organization
- Insights from senior managers who have fought branding battles and won
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.
Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
Art & Entertainment
Automotive
Theater
Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries; it also includes an interesting discussion of the anthropology of branding. We recommend this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.
Rating: 5 / 5
Book arrived on time and is in great condition. I would recommend doing business with this seller.
Rating: 5 / 5
As NU student got this book as a reference. I heard Alice and Tim are two of best pro in Kel
I agree totally after reading this.
Strongly recommend
Rating: 5 / 5
The Kellog school is renowned for their marketing school standing head and shoulders above their competitors. It is fair to say that this book, Kellog on Branding, demonstrates in no short manner why.
It remains the great mystery of business: how to get consumers to recognise the value of your product over others, such that they are willing to recognise this in the price they pay for it. Innovation in product design is not businesses greatest challenge today, making it pay is.
This book has plenty of great examples of companies that have managed to pull this off, some of these examples should be relevant to your business, and give practical examples of how ot make it work. More importantly, the articles, or chapters, give a step by step process to help your company create unique solutions.
My only real recommendation is not to tell your competitors about this book.
Rating: 5 / 5
This book is a great compilation of articles on different matters related to branding. I missed a story, a guiding line between each chapter: so make sure the articles interest you individually before you buy the book.
All chapters that mattered to me (like 30% of them) were really great and full of practical examples.
Rating: 4 / 5