Tybout / Calkins Kellogg on Branding

The Marketing Faculty of The Kellogg School of Management
1. Auflage 2011
ISBN: 978-1-118-04603-6
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 352 Seiten, E-Book

The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes:
* The latest thinking on key branding concepts, including brandpositioning and design
* Strategies for launching new brands, leveraging existingbrands, and managing a brand portfolio
* Techniques for building a brand-centered organization
* Insights from senior managers who have fought branding battlesand won
This is the first book on branding from the faculty of theKellogg School, the respected resource for dynamic marketinginformation for today's ever-changing and challenging environment.Kellogg is the brand that executives and marketing managers trustfor definitive information on proven approaches for solvingmarketing dilemmas and seizing marketing opportunities.

Autoren/Hrsg.

Tybout, Alice

Calkins, Tim

Weitere Mitwirkende

Kotler, Philip

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 BrianSternthal).
Chapter 2: Designing Brands (Bobby J. Calder).
Chapter 3: Brand Meaning (John F. Sherry, Jr.).
Section II: Strategies for Building and LeveragingBrands.
Chapter 4: Competitive Brand Strategies (Gregory S. Carpenterand Kent Nakamoto).
Chapter 5: Brand Extensions (Bridgette M. Braig and AliceM.Tybout).
Chapter 6: Brand Portfolio Strategy (Tim Calkins).
Section III: From Strategy to Implementation.
Chapter 7: Building Brands through Effective Advertising (BrianSternthal and Angela Y. Lee).
Chapter 8: Relationship Branding and CRM (Edward C. Malthouseand 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 (MohanbirSawhney).
Chapter 12: Building a Brand-Driven Organization (ScottDavis).
Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F.Schultz).
Section IV: Branding Insights from SeniorManagers.
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 (MarkShapiro, 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 MemorialHealthCare).
Chapter 19: Branding and the Organization (E. David CoolidgeIII, Vice Chairman, William Blair & Company).
Chapter 20: Internal Branding (Ed Buckley, Vice President,UPS; Matt Williams, Senior Vice President, MartinAgency).
Index.

Über Autor(innen)

ALICE M. TYBOUT is the Harold T. Martin Professor ofMarketing and chairperson of the Marketing Department at theKellogg School of Management. She is co-academic director of thebranding program at Kellogg, the author of dozens of articles formarketing journals, and a consultant for leading companies.
TIM CALKINS is Clinical Associate Professor of Marketingat the Kellogg School of Management and co-academic director of thebranding program at Kellogg. He consults with companies on bothmarketing strategy and branding issues. Previously, he was amarketing executive at Kraft Foods, where he managed brandsincluding Miracle Whip, Parkay, and A.1. steak sauce.