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[This] is an ... anthology of the latest insights, theories, and practices revolutionizing branding from the ... Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and prefer…
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
Provides a comprehensive review of the strategies for building, leveraging, and rejuvenating brands. This book includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for buildin…
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 …
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
Brand Society
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Type: Book
Brands are a fait accompli: they represent a mountain range of evidence in search of a theory. They are much exploited, but little explored. In this book, Martin Kornberger sets out to rectify the ratio between exploiting and exploring through sketching out a theory of the Brand…
Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspec…
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspe…
Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This text shows how brands transform both the organizations that develop them and the lifestyles of the in…