000			03021nam a2200217Ia 4500
008			150210s9999 xx 000 0 und d
020			_a9788126510276
082			_a658.827 _bTYB/CAL
100			_aTybout, Alice M _917436
245			_aKellogg on branding : _bthe marketing faculty of the Kellogg School of Management _cAlice M Tybout; Tim Calkins; Kellogg School of Management.
260			_bWiley India Pvt Ltd. _aNew Delhi _c2011
300			_aXVII, 334 _bPaper
505			_aContents 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
520			_a 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.
650			_aBrand Management _917437
650			_a _917438
650			_aBrand name products _x Management. _917439
700			_aCalkins Tim _917440
942			_2ddc _cBK
999			_c38848 _d38848