Kellogg on Branding / Edition 1by Alice Tybout
Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned 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 to overcome intense competition and… See more details below
Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned 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 to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include:
- 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 as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.
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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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