In this book, the Kellogg School of Management's world-renowned faculty members provide an intensive look into brand management. Combining the latest thinking o... » 

In this book, the Kellogg School of Management's world-renowned faculty members provide an intensive look into brand management. Combining the latest thinking on this topic with practical exercises , Kellogg on Branding offers a blueprint for a brand-management strategy that achieves increased customer loyalty, competitive advantage and profitability. «