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This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
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 Brian Sternthal).
Chapter 2: Designing Brands (Bobby J. Calder).
Chapter 3: Brand Meaning (John F. Sherry, Jr.).
Section II: Strategies for Building and Leveraging Brands.
Chapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto).
Chapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout).
Chapter 6: Brand Portfolio Strategy (Tim Calkins).
Section III: From Strategy to Implementation.
Chapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee).
Chapter 8: Relationship Branding and CRM (Edward C. Malthouse and 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 (Mohanbir Sawhney).
Chapter 12: Building a Brand-Driven Organization (Scott Davis).
Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz).
Section IV: Branding Insights from Senior Managers.
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 (Mark Shapiro, 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 Memorial HealthCare).
Chapter 19: Branding and the Organization (E. David Coolidge III, Vice Chairman, William Blair & Company).
Chapter 20: Internal Branding (Ed Buckley, Vice President, UPS; Matt Williams, Senior Vice President, Martin Agency).
Posted February 9, 2007
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.
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Posted October 22, 2012
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.
Posted June 12, 2011
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