Kellogg on Branding

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.

The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes:* The latest thinking on key branding concepts, including brandpositioning and design* Strategies for launching new brands, leveraging existingbrands, and managing a brand portfolio* Techniques for building a brand-centered organization* Insights from senior managers who have fought branding battlesand wonThis is the first book on branding from the faculty of theKellogg School, the respected resource for dynamic marketinginformation for today's ever-changing and challenging environment.Kellogg is the brand that executives and marketing managers trustfor definitive information on proven approaches for solvingmarketing dilemmas and seizing marketing opportunities.

Foreword by Philip Kotler.Preface (Alice M. Tybout and Tim Calkins).Acknowledgments.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 Iacobucciand 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. BernickChairman, Alberto-Culver Company).Chapter 17: Building Global Brands (Betsy Holden, PresidentGlobal 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 PresidentUPS; Matt Williams, Senior Vice President, MartinAgency).Index.