{"product_id":"kellogg-on-branding-isbn-9780471690160","title":"Kellogg on Branding","description":"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:  \u003cul\u003e \u003cli\u003eThe latest thinking on key branding concepts, including brand positioning and design\u003c\/li\u003e \u003cli\u003eStrategies for launching new brands, leveraging existing brands, and managing a brand portfolio\u003c\/li\u003e \u003cli\u003eTechniques for building a brand-centered organization\u003c\/li\u003e \u003cli\u003eInsights from senior managers who have fought branding battles and won\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e  Foreword by Philip Kotler.  \u003cp\u003ePreface (Alice M. Tybout and Tim Calkins).\u003c\/p\u003e \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eIntroduction: The Challenge of Branding (Tim Calkins).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection I:\u003c\/b\u003e \u003cb\u003eKey Branding Concepts.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Brand Positioning (Alice M. Tybout and Brian Sternthal).\u003c\/p\u003e \u003cp\u003eChapter 2: Designing Brands (Bobby J. Calder).\u003c\/p\u003e \u003cp\u003eChapter 3: Brand Meaning (John F. Sherry, Jr.).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection II:\u003c\/b\u003e \u003cb\u003eStrategies for Building and Leveraging Brands.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto).\u003c\/p\u003e \u003cp\u003eChapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout).\u003c\/p\u003e \u003cp\u003eChapter 6: Brand Portfolio Strategy (Tim Calkins).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection III:\u003c\/b\u003e \u003cb\u003eFrom Strategy to Implementation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee).\u003c\/p\u003e \u003cp\u003eChapter 8: Relationship Branding and CRM (Edward C. Malthouse and Bobby J. Calder).\u003c\/p\u003e \u003cp\u003eChapter 9: Brand Strategy for Business Markets (James C. Anderson and Gregory S. Carpenter).\u003c\/p\u003e \u003cp\u003eChapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan).\u003c\/p\u003e \u003cp\u003eChapter 11: Branding in Technology Markets (Mohanbir Sawhney).\u003c\/p\u003e \u003cp\u003eChapter 12: Building a Brand-Driven Organization (Scott Davis).\u003c\/p\u003e \u003cp\u003eChapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection IV:\u003c\/b\u003e \u003cb\u003eBranding Insights from Senior Managers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Using Positioning to Build a Megabrand (Mark R. Goldston, \u003ci\u003eChairman,CEO, and President, United Online\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 15: Marketing Leverage in the Frame of Reference (Mark Shapiro, \u003ci\u003ePrincipal, New England Consulting Group\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 16: Finding the Right Brand Name (Carol L. Bernick, \u003ci\u003eChairman, Alberto-Culver Company\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 17: Building Global Brands (Betsy Holden, \u003ci\u003ePresident, Global Marketing and Category Development, Kraft Foods\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, \u003ci\u003ePresident and CEO, Northwestern Memorial HealthCare\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 19: Branding and the Organization (E. David Coolidge III, \u003ci\u003eVice Chairman, William Blair \u0026amp; Company\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 20: Internal Branding (Ed Buckley, \u003ci\u003eVice President, UPS\u003c\/i\u003e; Matt Williams, \u003ci\u003eSenior Vice President, Martin Agency\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e “…rich in stories…rich in insights” (\u003ci\u003eThe Economist\u003c\/i\u003e, 26th November 2005)  \u003cp\u003e\u003cb\u003eALICE M. TYBOUT\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTIM CALKINS\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003e\u003ci\u003eKellogg on Branding\u003c\/i\u003e 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDeveloping a compelling brand positioning\u003c\/li\u003e \u003cli\u003eExtending an established brand\u003c\/li\u003e \u003cli\u003eStrategically managing a brand portfolio\u003c\/li\u003e \u003cli\u003eBuilding a brand-focused organization\u003c\/li\u003e \u003cli\u003eMeasuring brand value\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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. \u003ci\u003eKellogg on Branding\u003c\/i\u003e is an invaluable guide for marketing executives and managers, consultants, and students.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989496512741,"sku":"NP9780471690160","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471690160.jpg?v=1761784339","url":"https:\/\/k12savings.com\/products\/kellogg-on-branding-isbn-9780471690160","provider":"K12savings","version":"1.0","type":"link"}