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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
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Binding: Hardcover
Dewey Decimal Number: 658.827
EAN: 9780471690160
Edition: 1
ISBN: 0471690163
Label: Wiley
Manufacturer: Wiley
Number Of Items: 1
Number Of Pages: 352
Publication Date: September 29, 2005
Publisher: Wiley
Studio: Wiley
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Editorial Review:
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.
Customer Reviews
Average Rating: 
Rating: - great book with clear point and concise infor
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: - Branding defined.
Image is everything right? But is hard to stick a dollar sign on to "Image" or better yet "Brand". Detailed case studies of real world products help put things in perspective. Some of the early choices of companies like Coke and Nike have really helped maintain the integrity of the brand through the test of time. By using brands that are all around us, Kellogg on Branding brings it all to your doorstep. I recommend this book to marketing/advertising industry people just as much to fans of books like ... Read More
Rating: - good book
This book is very good for anyone who wants to be or already works as a marketing manager in any industry. Branding is not everything of marketing, but it is really an important part can increase or decrease a business.
Rating: - A Thorough Analysis on Branding
I picked up "Kellogg on Branding" from Amazon because my company was embarking on a branding exercise. As part of the team, I wanted to get well-versed in the theoretical and practical implications of branding and brand management. Little did I realize that I have picked up a gem.
First and foremost, this is an academic book, some of which may cause a reader to gloss over, especially if they are just looking for easy bullet point overviews. Nonetheless, I found this to be a goldmine of ... Read More
Rating: - Branding insights from business school experts
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 ... Read More
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