Kellogg on Branding (ePub)

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 HealthCare). 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

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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