Kellogg On Branding: The Marketing Faculty Of The Kellogg School Of Management

0.0

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 a classic, Kellogg on Branding includes chapters written by respected Kellogg professors and managers of successful companies. It includes: The latest thinking on key branded concepts, including 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 branded 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.

0.0

Alice Tybout is current Chairperson of the Marketing Department at Kellogg. Her major areas of research are consumer information processing, categorization processes, and theory testing. She is the author of Advances in Consumer Research, Vol. 10 (with Richard Bagozzi) and Perspectives on the Affective and Cognitive Effects of Advertising (with Pat Caffertta), as well as dozens of articles in industry journals. She also consults for a range of companies, including Coca-Cola, Dow, Phillips Electronics, and Searle. Tim Calkins is Clinical Associate Professor of Marketing at the Kellogg School of Management. At Kellogg, he teaches the marketing strategy course in the MBA program and leads seminars in many of Kellogg's executive education programs. Tim is also co-academic director of the Kellogg on Branding executive education program. Tim has worked with major corporations around the world on marketing strategy and branding issues. He has led seminars or completed consulting projects with JPMorganChase, ACNielsen, Nestle, Barilla, Boeing and others. He has been quoted in publications including Business Week, The Washington Post, The Chicago Sun-Times and many others. He is a frequent speaker at industry events. Table of Contents Foreword by Philip Kotler Preface (Alice M. Tybout and Tim Calkins) Acknowledgments Introduction: The Challenge of Branding Part I: Key Branding Concepts Brand Positioning Designing Brands Brand Meaning Part II: Strategies for Building and Leveraging Brands Competitive Brand Strategies Brand Extensions Brand Portfolio Strategy Part III: From Strategy to Implementation Building Brands through Effective Advertising Relationship Branding and CRM Brand Strategy for Business Markets Services Branding Branding in Technology Markets Building a Brand-Driven Organization Measuring Brand Value Part IV: Branding Insights from Senior Managers Using Positioning to Build a Megabrand Marketing Leverage in the Frame of Reference Finding the Right Brand Name Building Global Brands Branding and Organizational Culture Branding and the Organization Internal Branding Index