Details

Kellogg on Branding

The Marketing Faculty of The Kellogg School of Management
1. Aufl.

von: Alice M. Tybout, Tim Calkins, Philip Kotler
23,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	07.01.2011
ISBN/EAN:	9781118046036
Sprache:	englisch
Anzahl Seiten:	352

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Beschreibungen

Titelbeschreibung

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: <ul> <li>The latest thinking on key branding concepts, including brand positioning and design</li> <li>Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio</li> <li>Techniques for building a brand-centered organization</li> <li>Insights from senior managers who have fought branding battles and won</li> </ul> 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.

Inhaltsverzeichnis

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 Brian Sternthal). Chapter 2: Designing Brands (Bobby J. Calder). Chapter 3: Brand Meaning (John F. Sherry, Jr.). Section II: Strategies for Building and Leveraging Brands. Chapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto). Chapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout). Chapter 6: Brand Portfolio Strategy (Tim Calkins). Section III: From Strategy to Implementation. Chapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee). Chapter 8: Relationship Branding and CRM (Edward C. Malthouse and 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 Iacobucci, and Felicia N. Morgan). Chapter 11: Branding in Technology Markets (Mohanbir Sawhney). Chapter 12: Building a Brand-Driven Organization (Scott Davis). Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz). Section IV: Branding Insights from Senior Managers. 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 (Mark Shapiro, Principal, New England Consulting Group). Chapter 16: Finding the Right Brand Name (Carol L. Bernick, Chairman, Alberto-Culver Company). Chapter 17: Building Global Brands (Betsy Holden, President, Global Marketing and Category Development, Kraft Foods). Chapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, President and CEO, Northwestern Memorial HealthCare). Chapter 19: Branding and the Organization (E. David Coolidge III, Vice Chairman, William Blair & Company). Chapter 20: Internal Branding (Ed Buckley, Vice President, UPS; Matt Williams, Senior Vice President, Martin Agency). Index.

Rezension

“…rich in stories…rich in insights” (The Economist, 26th November 2005)

Autorenportrait

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.

Back cover copy

Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include: <ul> <li>Developing a compelling brand positioning</li> <li>Extending an established brand</li> <li>Strategically managing a brand portfolio</li> <li>Building a brand-focused organization</li> <li>Measuring brand value</li> </ul> The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.