Kellogg on Branding in a Hyper-Connected World

I have read the older editions but this one has more updated content and examples.

I picked up "Kellogg on Branding" from Amazon because my company was embarking on a branding exercise. As part of the team, I wanted to get well-versed in the theoretical and practical implications of branding and brand management. Little did I realize that I have picked up a gem.First and foremost, this is an academic book, some of which may cause a reader to gloss over, especially if they are just looking for easy bullet point overviews. Nonetheless, I found this to be a goldmine of information.A collection of articles and research by some of the by faculty at the Kellogg School of Management at Northwestern University covering a range of issues. Specifically, the book covers branding concepts in the first three chapters, strategies for building and leveraging brands, strategy to implimentation, and branding insights.I found the last chapters (14 through 20) to be the most interesting as they were written by senior executives at firms. Whether it was a discussion on there individual companies leveraged their brand, to using their brand internally, it was the more "Practical" section of the book.Thats not to diminish the other sections of the book. In one collection we have a guide for branding in the tech sector, to managing a brand portfolio, to design and positioning. Each with a wealth of information for anyone looking at their own companies and trying to make sense of branding, brand strategy and brand management.Needless to say, this volume armed me quite well for our branding initiatives.Again, this is a detailed book, and not a gloss over. If you can read this with the attention to detail "Kellogg on Branding" offers, then you will be well rewarded. If not, you may want to look elsewhere.Regardless, I highly recommend.

I haven't made it through the entire book yet. However, had I bought this book sooner, I would have gotten a basic understanding of branding much sooner and saved a lot of time. Instead, I did a lot of my own research on the web and reading blogs. My independent research was helpful, but it took substantially more time than simply reading the first couple of chapters.

This book is a must have. Covers just about, if not, everything you need to know about Branding. Not a big fan of how Chapter 3 was written. Let's just say the Professor who wrote/contributed to Chapter 3 felt the need to flex his English skills - unecessary over the top vocabulary. Chapter 4 is the best chapter - Competitive Brand Strategies. Uber came to mind this entire chapter regarding their pioneer advantage. If you wish to have a solid grasp of Branding, do yourself a favor and buy this book.

The book arrived in good condition and promptly! Thank you.

I'm in the marketing profession and found this book as a great refresher on key fundamental marketing strategies and tools. Very comprehensive and educational.

An awesome book that will change they way you think about branding. The authors provide valuable resources and tips for rethinking the concept of your organization's brand. The book focuses heavily on thinking beyond the look of your brand by exploring the meaning, psychology, and culture behind your brand. A must read for anyone that is serious about learning the foundations of branding/re-branding.

I found the material in this book generic. Nothing special. The chapters aren’t organized well and don’t have a flow. Content often overlaps with other chapters. Most of the advice is too high level/ethereal.

I received my copy just yesterday and was glued to it since then.It is unique for the following reasons:1. The third para in the Forward by Philip Kotler sums up the meaning of Branding.2. It talks about B-2-B Branding Service Branding, Global branding and Branding for small businesses.3. Using Positioning and Advertising4. It also talks about internal branding and organization culture & branding

O livro é excelente!Não gosto desse tipo de capa que é removível!

Unfortunately extremely academic and already obsolete by publication

The book is essentially a collection of essays about branding. It was required reading for a course I am taking but I am pleased with having bought it and plan to use it as a reference for work going forward.

The book covered a wide range of topics in Branding and contained information that are both easy digest for those who are new to Branding while still interesting for the experienced. There are also a good number of examples and case studies, although the information presented in the given case studies can be a little superficial. Regardless, still definitely a good title for those who want a refresher for brand building.