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

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Alice M. Tybout, Tim Calkins
John Wiley & Sons, Jan 7, 2011 - Business & Economics - 352 pages
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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Contents

Acknowledgements Introduction
BRAND POSITIONING
DESIGNING BRANDS
BRAND PORTFOLIO STRATEGY
BRAND EXTENSIONS
BRANDING AND THE ORGANIZATION
BUILDING BRANDS THROUGH EFFECTIVE ADVERTISING
CHAPTER 8RELATIONSHIP BRANDINGAND CRM RELATIONSHIP BRANDS
CHAPTER 12BUILDINGA BRANDDRIVEN ORGANIZATION
CHAPTER 13MEASURINGBRANDVALUE
KEY CHAPTER 16FINDING
THERIGHT BRANDNAME CHAPTER 17
BRANDING AND ORGANIZATIONAL CULTURE
INTERNAL BRANDING
USING POSITIONING TO BUILD A MEGABRAND
INDEX

CHAPTER 10 SERVICES BRANDING
CHAPTER 11 BRANDINGIN TECHNOLOGY MARKETS

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About the author (2011)

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.

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