Quite often, the difference between brand-management success and failure comes down to the full-contact sport known as branding. Companies must build their brand up, even as competitors are doing everything they can to knock it down.
Another hard truth: in research done by Kellogg Professor Tim Calkins, more than 80 percent of respondents said they defended their brand at least occasionally. Half of respondents said they had to mount a defense frequently or constantly.
Today’s branding executives must always be innovating, creating, experimenting and learning. Management means repeating successes and learning from missteps — both their own and those of competitors.
Kellogg’s branding experts and faculty offer cutting-edge research and observation — in foundation-level brand-management best practices and lessons gleaned from the latest doings, triumphs and failures of the biggest and most talked about brands.