The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:
- The latest thinking on key branding concepts, including brand positioning and design
- Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
- Techniques for building a brand-centered organization
- Insights from senior managers who have fought branding battles and won
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.
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About the Author
TIM CALKINS is Clinical Associate Professor of Marketing at the Kellogg School of Management and co-academic director of the branding program at Kellogg. He consults with companies on both marketing strategy and branding issues. Previously, he was a marketing executive at Kraft Foods, where he managed brands including Miracle Whip, Parkay, and A.1. steak sauce.
Most Helpful Customer Reviews
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.
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.