Kellogg on Branding in a Hyper-Connected World, co-edited by Tim Calkins and Alice Tybout, is authored by many of Kellogg’s top marketing professors. It is an authoritative guide on building new brands, revitalizing existing brands, and managing brand portfolios in today’s connected, digital world.
Brands are incredibly important for any organization. A strong brand creates value in many ways, from generating purchase interest to attracting employees. Perhaps most importantly, a strong brand shapes customer perceptions, either positively or negatively.
The book starts by explaining how brands add value. It then addresses key topics related to branding including brand positioning, brand portfolio strategy, and brand design. The book closes with a series of chapters by business executives addressing particular branding challenges such as identifying a promising brand name and engaging the organization.
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