Kellogg Brand Theory

Author: Alice M. Tebbit, Tim Kalkins
Publisher:
Publish Date: 2006-11-01
Features: This book is divided into four parts, discussing various aspects from the perspective of brand concept, strategy, and execution, including brand positioning, brand design, competitive strategies of brands, and how to measure brand value, etc. Finally, it introduces how senior executives of world-renowned companies view brand development.