Kellogg on Branding
The Marketing Faculty of The Kellog School of Management. Forew. by Philip Kotler
(Sprache: Englisch)
This book is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, 'Kellogg on Branding' brings the formidable knowledge of Kellogg's world-renowned marketing faculty to bear on the topic of...
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Produktinformationen zu „Kellogg on Branding “
This book is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, 'Kellogg on Branding' brings the formidable knowledge of Kellogg's world-renowned marketing faculty to bear on the topic of branding and brand management. The book also includes chapters written by senior executives with years of experience in building brands. Kellogg on Branding combines both theory and application, making it a powerful tool for brand managers and marketers who want to use branding to increase customer loyalty, create long-term competitive advantage, and build profitability.
Klappentext zu „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.
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:
* Developing a compelling brand positioning
* Extending an established brand
* Strategically managing a brand portfolio
* Building a brand-focused organization
* Measuring brand value
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.
* Developing a compelling brand positioning
* Extending an established brand
* Strategically managing a brand portfolio
* Building a brand-focused organization
* Measuring brand value
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.
Inhaltsverzeichnis zu „Kellogg on Branding “
Foreword. - Philip KotlerPreface. - Alice M. Tybout and Tim Calkins
Introduction. - 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. - 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 INSIGNTS FROM SENIOR MANAGERS.
Chapter 14. Using Positioning to Build a Mega-Brand. - Mark R. Goldston
Chapter 15. Marketing Leverage in the Frame of Reference. - Mark Shapiro
Chapter 16. Finding the Right Brand Name. - Carol L. Bernick
Chapter 17. Building Global Brands. - Betsy Holden
Chapter 18. Branding and Organizational Culture. - Gary A. Mecklenburg
Chapter 19. Branding and the Organization. - E. David Coolidge III
Chapter 20. Internal Branding. - Ed Buckley
Autoren-Porträt von Alice M. Tybout
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.
Bibliographische Angaben
- Autor: Alice M. Tybout
- 2005, 1. Auflage, XVII, 334 Seiten, Maße: 15,7 x 23,5 cm, Gebunden, Englisch
- Herausgegeben: Alice Tybout, Tim Calkins
- Verlag: Wiley & Sons
- ISBN-10: 0471690163
- ISBN-13: 9780471690160
- Erscheinungsdatum: 15.09.2005
Sprache:
Englisch
Rezension zu „Kellogg on Branding “
"...rich in stories...rich in insights" (The Economist, 26th November 2005)
Pressezitat
"...rich in stories...rich in insights" ( The Economist , 26 th November 2005)
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