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.
Mục lục
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
Health Care).
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.
Giới thiệu về tác giả
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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