Kellogg On Branding

In this book, the Kellogg School of Management’s world-renowned faculty members provide an intensive look into brand management. Combining the latest thinking on this topic with practical exercises, Kellogg on Branding offers a blueprint for a brand-management strategy that achieves increased customer loyalty, competitive advantage and profitability.

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

Market Description :
· Marketing Managers
· Executives
· Marketing Students


About Author :
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.