Kellogg on Branding
The Marketing Faculty of The Kellogg School of Management
Philip Kotler, Alice M. Tybout, Tim Calkins
The book provides insights into branding strategies and principles from leading marketing experts, covering topics such as brand positioning, building and managing brand equity, and case studies on successful brands. It offers a comprehensive guide to creating and sustaining strong brands through a blend of academic theory and practical applications.
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