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. | Kellogg _on Branding The Marketing Faculty of The Kellogg School of Management Edited by Alice M. Tybout AND Tim Calkins Foreword by Philip Kotler WILEY John Wiley Sons Inc. Kellogg _ on .
