Kellogg on Branding
By Alice Tybout and Tim Calkins
Published by Wiley, Kellogg on Branding combines the thought leadership of the school's highly regarded marketing faculty with perspectives of senior business executives with years of experience in brand building. Combining both theory and application, it is a powerful tool for brand managers and marketers who want to use branding to increase customer loyalty, create long-term competitive advantage, and build profitability.
Kellogg on Branding gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered include:
- Developing a compelling brand positioning
- Extending an established brand
- Strategically managing a brand portfolio
- Building a brand-focused organization
- Measuring brand value
The 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. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.
Kellogg on Branding was completed under the direction of Alice Tybout and Tim Calkins, both of whom also contributed chapters. Tybout is Harold T. Martin Professor of Marketing and Chairperson of the Marketing Department at the Kellogg School of Management. Calkins is Clinical Associate Professor of Marketing at the Kellogg School of Management. He is also the Co-academic Director of the Kellogg on Branding executive education program. Other contributors include Don Schultz and Heidi Schultz, Betsy Holden of Kraft, and E. David Coolidge III of William Blair & Co.
The book includes a chapter written by Scott Davis, titled “Building a Brand-Driven Organization.”
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