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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.

Foreword by Philip Kotler

Preface (Alice MTybout and Tim Calkins)

Acknowledgments

Introduction:The Challenge of Branding (Tim Calkins)

Section I:Key Branding Concepts

Chapter 1:Brand Positioning (Alice MTybout and Brian

Sternthal)

Chapter 2:Designing Brands (Bobby JCalder)

Chapter 3:Brand Meaning (John FSherry,Jr.)

Section II:Strategies for Building and Leveraging Brands

Chapter 4:Competitive Brand Strategies (Gregory SCarpenter and Kent

Nakamoto)

Chapter 5:Brand Extensions (Bridgette MBraig 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 YLee)

Chapter 8:Relationship Branding and CRM (Edward CMalthouse and

Bobby JCalder)

Chapter 9:Brand Strategy for Business Markets (James CAnderson and

Gregory SCarpenter)

Chapter 10:Services Branding (Amy LOstrum,Dawn Iacobucci,and

Felicia NMorgan)

Chapter 11:Branding in Technology Markets (Mohanbir Sawhney)

Chapter 12:Building a Brand-Driven Organization (Scott Davis)

Chapter 13:Measuring Brand Value (Don ESchultz and Heidi

FSchultz)

Section IV:Branding Insights from Senior Managers

Chapter 14:Using Positioning to Build a Megabrand (Mark

RGoldston,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

LBernick,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

AMecklenburg,President and CEO,Northwestern Memorial

HealthCare)

Chapter 19:Branding and the Organization (EDavid Coolidge III,Vice

Chairman,William Blair & Company)

Chapter 20:Internal Branding (Ed Buckley,Vice President,UPS; Matt

Williams,Senior Vice President,Martin Agency)

Index

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 jour

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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.