Kellogg on Branding
The Marketing Faculty of The Kellogg School of Management
Summary:
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.
Key points:
1. Brand Positioning: Establish a unique spot for the brand in the market and consumer's mind to stand out from competitors.
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