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内容简介

　　The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes:
　　* The latest thinking on key branding concepts, including brandpositioning and design
　　* Strategies for launching new brands, leveraging existingbrands, and managing a brand portfolio
　　* Techniques for building a brand-centered organization
　　* Insights from senior managers who have fought branding battlesand won

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

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作者简介

　　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.

目　　录

Introduction: The Challenge of Branding (TimCalkins).
Section I: Key Branding Concepts.
Chapter 1: Brand Positioning (Alice M. Tybout and BrianSternthal).
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 andKent Nakamoto).
Chapter 5: Brand Extensions (Bridgette M. Braig and AliceM.Tybout).
Chapter 6: Brand Portfolio Strategy (Tim Calkins).
Section III: From Strategy to Implementation.
Chapter 7: Building Brands through Effective Advertising (BrianSternthal and Angela Y. Lee).
Chapter 8: Relationship Branding and CRM (Edward C. Malthouse andBobby J. Calder).
Chapter 9: Brand Strategy for Business Markets (James C. Andersonand Gregory S. Carpenter).
Chapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, andFelicia N. Morgan).

<div class="con">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 Williams, Senior Vice President, Martin Agency). 
Index.</div>

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