Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management

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 designStrategies for launching new brands, leveraging existing brands, and managing a brand...