Kellogg on Branding / Edition 1

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Kellogg on Branding is an authoritative anthology of the latestinsights, theories, and practices revolutionizing branding from therenowned Kellogg School of Management at Northwestern University.Properly managed, brands can be a company's most valuable asset,creating lasting customer loyalty and preferences strong enough toovercome intense competition and price differences. This book givesexecutives and managers the information they need to build strong,enduring, and profitable brands. Topics covered in the bookinclude:

  • Developing a compelling brand positioning
  • Extending an established brand
  • Strategically managing a brand portfolio
  • Building a brand-focused organization
  • Measuring brand value

The book includes chapters by respected marketing professors aswell as top industry executives, and cites examples from brands asdiverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo,palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg onBranding is an invaluable guide for marketing executives andmanagers, consultants, and students.

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Editorial Reviews

From the Publisher
“…rich in stories…rich in insights” (The Economist, 26th November 2005)
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Product Details

  • ISBN-13: 9780471690160
  • Publisher: Wiley
  • Publication date: 9/23/2005
  • Edition number: 1
  • Pages: 352
  • Sales rank: 715,689
  • Product dimensions: 6.26 (w) x 9.38 (h) x 1.19 (d)

Meet the Author

ALICE M. TYBOUT is the Harold T. Martin Professor ofMarketing and chairperson of the Marketing Department at theKellogg School of Management. She is co-academic director of thebranding program at Kellogg, the author of dozens of articles formarketing journals, and a consultant for leading companies.

TIM CALKINS is Clinical Associate Professor of Marketingat the Kellogg School of Management and co-academic director of thebranding program at Kellogg. He consults with companies on bothmarketing strategy and branding issues. Previously, he was amarketing executive at Kraft Foods, where he managed brandsincluding Miracle Whip, Parkay, and A.1. steak sauce.

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Table of Contents

Foreword by Philip Kotler.

Preface (Alice M. Tybout and Tim Calkins).


Introduction: The Challenge of Branding (Tim Calkins).

Section I: Key Branding Concepts.

Chapter 1: Brand Positioning (Alice M. Tybout and BrianSternthal).

Chapter 2: Designing Brands (Bobby J. Calder).

Chapter 3: Brand Meaning (John F. Sherry, Jr.).

Section II: Strategies for Building and LeveragingBrands.

Chapter 4: Competitive Brand Strategies (Gregory S. Carpenterand Kent Nakamoto).

Chapter 5: Brand Extensions (Bridgette M. Braig and AliceM.Tybout).

Chapter 6: Brand Portfolio Strategy (Tim Calkins).

Section III: From Strategy to Implementation.

Chapter 7: Building Brands through Effective Advertising (BrianSternthal and Angela Y. Lee).

Chapter 8: Relationship Branding and CRM (Edward C. Malthouseand Bobby J. Calder).

Chapter 9: Brand Strategy for Business Markets (James C.Anderson and Gregory S. Carpenter).

Chapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci,and Felicia N. Morgan).

Chapter 11: Branding in Technology Markets (MohanbirSawhney).

Chapter 12: Building a Brand-Driven Organization (ScottDavis).

Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F.Schultz).

Section IV: Branding Insights from SeniorManagers.

Chapter 14: Using Positioning to Build a Megabrand (Mark R.Goldston, Chairman,CEO, and President, United Online).

Chapter 15: Marketing Leverage in the Frame of Reference (MarkShapiro, Principal, New England Consulting Group).

Chapter 16: Finding the Right Brand Name (Carol L. Bernick,Chairman, Alberto-Culver Company).

Chapter 17: Building Global Brands (Betsy Holden, President,Global Marketing and Category Development, Kraft Foods).

Chapter 18: Branding and Organizational Culture (Gary A.Mecklenburg, President and CEO, Northwestern MemorialHealthCare).

Chapter 19: Branding and the Organization (E. David CoolidgeIII, Vice Chairman, William Blair & Company).

Chapter 20: Internal Branding (Ed Buckley, Vice President,UPS; Matt Williams, Senior Vice President, MartinAgency).


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Customer Reviews

Average Rating 4.5
( 3 )
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted February 9, 2007

    a reviewer

    Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries it also includes an interesting discussion of the anthropology of branding. We recommend this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.

    1 out of 1 people found this review helpful.

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  • Posted October 22, 2012

    Good understanding of the complexity of branding

    Branding is more complex than most marketing managers realize. Every product, company, and individual has a brand identity whether they know it or not. So create and manage it properly.

    This book provides a fuller understanding of what branding is about. It is simple yet complex. General marketing text books do not offer a complete or comprehensive overview of branding, so many branding decisions are not well thought out. Chapter 3 in the book is the most difficult to fully comprehend but is also the most powerful.

    You can waste a tremendous amount of money and time by not being aware of how the customer experiences and view your brand. Well thought out branding concepts help you make decisions that are consistent with your desired outcome; how it is perceived and experienced by customers.

    Be smart. Mold your brand the way you want it to be known and experienced. Otherwise, you risk ending up with an inconsistent and ineffective brand image leading to a weak position in the marketplace.

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  • Anonymous

    Posted June 12, 2011

    No text was provided for this review.

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