Kellogg on Branding The Marketing Faculty of The Kellogg School of Management

by Tybout, Alice M.; Calkins, Tim; Kotler, Philip

• ISBN13: 9780471690160
• ISBN10: 0471690163
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-09-29
• Publisher: Wiley

Summary

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.

Author Biography

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

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.

Table of Contents

Foreword	ix
Philip Kotler
Preface	xi
Alice M. Tybout
Tim Calkins
Acknowledgments	xvii
Introduction The Challenge of Branding	1	(10)
Tim Calkins
Section I Key Branding Concepts
Brand Positioning	11	(16)
Alice M. Tybout
Brian Sternthal
Designing Brands	27	(13)
Bobby J. Calder
Brand Meaning	40	(33)
John F. Sherry, Jr.
Section II Strategies for Building and Leveraging Brands
Competitive Brand Strategies	73	(18)
Gregory S. Carpenter
Kent Nakamoto
Brand Extensions	91	(13)
Bridgette M. Braig
Alice M. Tybout
Brand Portfolio Strategy	104	(25)
Tim Calkins
Section III From Strategy to Implementation
Building Brands through Effective Advertising	129	(21)
Brian Sternthal
Angela Y. Lee
Relationship Branding and CRM	150	(19)
Edward C. Malthouse
Bobby J. Calder
Brand Strategy for Business Markets	169	(17)
James C. Anderson
Gregory S. Carpenter
Services Branding	186	(15)
Amy L. Ostrum
Dawn Iacobucci
Felicia N. Morgan
Branding in Technology Markets	201	(25)
Mohanbir Sawhney
Building a Brand-Driven Organization	226	(18)
Scott Davis
Measuring Brand Value	244	(31)
Don E. Schultz
Heidi F. Schultz
Section IV Branding Insights from Senior Managers
Using Positioning to Build a Megabrand	275	(8)
Mark R. Goldston
Marketing Leverage in the Frame of Reference	283	(6)
Mark Shapiro
Finding the Right Brand Name	289	(8)
Carol L. Bernick
Building Global Brands	297	(7)
Betsy Holden
Branding and Organizational Culture	304	(8)
Gary A. Mecklenburg
Branding and the Organization	312	(8)
E. David Coolidge III
Internal Branding	320	(7)
Ed Buckley
Matt Williams
Martin Agency
Index	327