IES Management College And Research Centre

Image from Google Jackets

Kellogg on branding : the marketing faculty of the Kellogg School of Management Alice M Tybout; Tim Calkins; Kellogg School of Management.

By: Contributor(s): Material type: TextTextPublication details: Wiley India Pvt Ltd. New Delhi 2011Description: XVII, 334 PaperISBN:
  • 9788126510276
Subject(s): DDC classification:
  • 658.827 TYB/CAL
Contents:
Contents Foreword by Philip Kotler i Preface Alice M. Tybout and Tim Calkins iii Introduction Tim Calkins viii Section I: Key Branding Concepts 1. Brand Positioning Alice M. Tybout and Brian Sternthal 1 2. Designing Brands Bobby J. Calder 18 3. Brand Meaning John F. Sherry, Jr. 31 Section II: Strategies for Building and Leveraging Brands 4. Competitive Brand Strategies Gregory S. Carpenter and Kent Nakamoto 62 5. Brand Extensions Bridgette M. Braig and Alice M. Tybout 80 6. Brand Portfolio Strategy Tim Calkins 94 Section III: From Strategy to Implementation 7. Building Brands Through Effective Advertising Brian Sternthal and Angela Y. Lee 115 8. Relationship Branding and CRM Edward C. Malthouse and Bobby J. Calder 137 9. Brand Strategy for Business Markets James C. Anderson and Gregory S. Carpenter 157 10. Services Branding Amy L. Ostrum, Dawn Iacobucci and Felicia N. Morgan 172 11. Branding in Technology Markets Mohanbir Sawhney 187 12. Building a Brand-Driven Organization Scott Davis 209 13. Measuring Brand Value Don E. Schultz and Heidi F. Schultz 224 Section IV: Branding Insights from Senior Managers 14. Mark R. Goldston Using Positioning to Build a Mega-Brand 247 Chairman, CEO and President, United Online 15. Mark Shapiro Marketing Leverage in the Frame of Reference 255 Principal, New England Consulting Group 16. Carol L. Bernick Finding the Right Brand Name 261 Chairman, Alberto-Culver Company 17. Betsy Holden Building Global Brands 269 President, Global Marketing and Category Development, Kraft Foods 18. Gary A. Mecklenburg Branding and Organizational Culture 277 President and CEO, Northwestern Memorial HealthCare 19. E. David Coolidge III Branding and the Organization 285 Vice Chairman, William Blair & Company 20. Ed Buckley Internal Branding 293 Vice President, UPS Matt Williams Senior Vice President, Martin Agency
Summary: Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Status Notes Date due Barcode Item holds
Book Book Library Annexe ON SHELF 658.827/ Tyb/Cal/ 25149 (Browse shelf(Opens below)) Available Brand Management 11125149
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25499 (Browse shelf(Opens below)) Available 11125499
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25150 (Browse shelf(Opens below)) Available Brand Management 11125150
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25151 (Browse shelf(Opens below)) Available Brand Management 11125151
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25500 (Browse shelf(Opens below)) Available Brand Management 11125500
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25501 (Browse shelf(Opens below)) Available Brand Management 11125501
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25502 (Browse shelf(Opens below)) In transit from Main Library to Library Annexe since 15/07/2015 Brand Management 11125502
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25503 (Browse shelf(Opens below)) Available Brand Management 11125503
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25504 (Browse shelf(Opens below)) Available Brand Management 11125504
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 25505 (Browse shelf(Opens below)) Available Brand Management 11125505
Reference Reference Library Annexe Reference REFERENCE 658.827/ Tyb/Cal/ 27222 (Browse shelf(Opens below)) Not For Loan Reference 11127222
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27223 (Browse shelf(Opens below)) Available Brand Management 11127223
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27224 (Browse shelf(Opens below)) Available Brand Management 11127224
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27225 (Browse shelf(Opens below)) Available Brand Management 11127225
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27226 (Browse shelf(Opens below)) Available Brand Management 11127226
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27227 (Browse shelf(Opens below)) Available Brand Management 11127227
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27228 (Browse shelf(Opens below)) Available Brand Management 11127228
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27229 (Browse shelf(Opens below)) Available Brand Management 11127229
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27230 (Browse shelf(Opens below)) Available Brand Management 11127230
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27231 (Browse shelf(Opens below)) Available Brand Management 11127231
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27232 (Browse shelf(Opens below)) Available Brand Management 11127232
Book Book Library Annexe ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 27233 (Browse shelf(Opens below)) Available Brand Management 11127233
Book Book Main Library ON SHELF BRANDS AND 658.827/ Tyb/Cal/ 6401 (Browse shelf(Opens below)) Available 1116401
Total holds: 0
Browsing Library Annexe shelves, Shelving location: ON SHELF Close shelf browser (Hides shelf browser)
658.827/ Tyb/Cal/ 27224 Kellogg on branding : 658.827/ Tyb/Cal/ 27225 Kellogg on branding : 658.827/ Tyb/Cal/ 27226 Kellogg on branding : 658.827/ Tyb/Cal/ 27227 Kellogg on branding : 658.827/ Tyb/Cal/ 27228 Kellogg on branding : 658.827/ Tyb/Cal/ 27229 Kellogg on branding : 658.827/ Tyb/Cal/ 27230 Kellogg on branding :

Contents
Foreword by Philip Kotler i
Preface Alice M. Tybout and Tim Calkins iii
Introduction Tim Calkins viii
Section I: Key Branding Concepts
1. Brand Positioning Alice M. Tybout and Brian Sternthal 1
2. Designing Brands Bobby J. Calder 18
3. Brand Meaning John F. Sherry, Jr. 31
Section II: Strategies for Building and Leveraging Brands
4. Competitive Brand Strategies Gregory S. Carpenter and Kent Nakamoto 62
5. Brand Extensions Bridgette M. Braig and Alice M. Tybout 80
6. Brand Portfolio Strategy Tim Calkins 94
Section III: From Strategy to Implementation
7. Building Brands Through Effective Advertising Brian Sternthal and Angela Y. Lee 115
8. Relationship Branding and CRM Edward C. Malthouse and Bobby J. Calder 137
9. Brand Strategy for Business Markets James C. Anderson and Gregory S. Carpenter 157
10. Services Branding Amy L. Ostrum, Dawn Iacobucci and Felicia N.
Morgan 172
11. Branding in Technology Markets Mohanbir Sawhney 187
12. Building a Brand-Driven Organization Scott Davis 209
13. Measuring Brand Value Don E. Schultz and Heidi F. Schultz 224

Section IV: Branding Insights from Senior Managers
14. Mark R. Goldston Using Positioning to Build a Mega-Brand 247
Chairman, CEO and President, United Online
15. Mark Shapiro Marketing Leverage in the Frame of Reference 255
Principal, New England Consulting Group
16. Carol L. Bernick Finding the Right Brand Name 261
Chairman, Alberto-Culver Company
17. Betsy Holden Building Global Brands 269
President, Global Marketing and Category Development, Kraft Foods
18. Gary A. Mecklenburg Branding and Organizational Culture 277
President and CEO, Northwestern Memorial HealthCare

19. E. David Coolidge III Branding and the Organization 285
Vice Chairman, William Blair & Company

20. Ed Buckley Internal Branding 293
Vice President, UPS
Matt Williams
Senior Vice President, Martin Agency


Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.

There are no comments on this title.

to post a comment.

Circulation Timings: Monday to Saturday: 8:30 AM to 9:30 PM | Sundays/Bank Holiday during Examination Period: 10:00 AM to 6:00 PM