Kellogg on Branding in a Hyper-Connected World

Kellogg School of Management experts share their knowledge about how to create a strong brand and manage it effectively. A brand is what you think about when you see a name or symbol. It helps consumers make a purchase decision and shapes the way the product is perceived. In today’s world, where access to information is almost unlimited, brands play a more important role than ever. Creating a quality brand is harder than copying a product—and such a brand becomes a powerful corporate asset.

The book consists of 4 parts and 24 chapters that cover different aspects of building strong brands. It offers recommendations for building a brand portfolio, explains the principles of managing global brands and effective brand communications. In addition, the book includes analyses of business cases from companies such as Google, Apple, McDonald’s, John Deere, and others.