Overview
The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes:
- The latest thinking on key branding concepts, including brandpositioning and design
- Strategies for launching new brands, leveraging existingbrands, and managing a brand portfolio
- Techniques for building a brand-centered organization
- Insights from senior managers who have fought branding battlesand won
This is the first book on branding from the faculty of theKellogg School, the respected resource for dynamic marketinginformation for today's ever-changing and challenging environment.Kellogg is the brand that executives and marketing managers trustfor definitive information on proven approaches for solvingmarketing dilemmas and seizing marketing opportunities.
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