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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.
- Sales Rank: #53844 in Books
- Published on: 2005-09-29
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.20" w x 6.30" l, 1.20 pounds
- Binding: Hardcover
- 352 pages
Review
“…rich in stories…rich in insights” (The Economist, 26th November 2005)
From the Inside Flap
Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book 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.
From the Back Cover
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Do yourself a favor...
By Amber Roberts
This book is a must have. Covers just about, if not, everything you need to know about Branding. Not a big fan of how Chapter 3 was written. Let's just say the Professor who wrote/contributed to Chapter 3 felt the need to flex his English skills - unecessary over the top vocabulary. Chapter 4 is the best chapter - Competitive Brand Strategies. Uber came to mind this entire chapter regarding their pioneer advantage. If you wish to have a solid grasp of Branding, do yourself a favor and buy this book.
41 of 44 people found the following review helpful.
An Invaluable Single Source of Information and Counsel
By Robert Morris
The last time I checked, Amazon and its online partner Borders sell more than 8,000 different books on the general subject of brands and brand management. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives which effectively leverage one or more brands.
What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University. It was edited by Alice M. Tybout and Tim Calkins who co-authored the Preface; Philip Kotler provides the Foreword and Calkins the Introduction.
I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its contents which, in this volume, are carefully organized within four Sections:
I (Chapters 1-3) Key Branding Concepts
II (Chapters 4-6) Strategies for Building and Leveraging Brands
III (Chapters 7-13) From Strategy to Implementation
IV (Chapters 14-20) Branding Insights from Senior Managers
There are five themes which are rigorously examined through the narrative: brand positioning, brand design, brand meaning, leveraging a brand, creating a brand-driven organization, and then three chapters are devoted to issues on measurement. I especially appreciate the provision of various frameworks, check-lists (e.g. the five-step process for designing a brand on page 38), "Figures" (e.g Whirlpool's Touch Point Wheel" on page 230), and other tools to assist the reader with clarifying her or his thoughts about branding in terms the specific needs and interests of his or her organization.
Although taken out of context, the following three excerpts are representative of the high quality of thinking and writing throughout this book:
"The word brand has a tripartite etymology. One emphasis clusters around burning, with connotations both of fiery consummation and of banking the hearth. A second emphasis clusters around marking, with connotations of ownership and indelibility, as well as paradoxical allusions to intrinsic essence, whether or merit or stigma. A third emphasis clusters around the delivery of, or deliverance from, danger (stoke, anneal, cauterize; conflagration, possession, aggression). The brand embodies the transformative heat of passion, properly tended. It is bestowed and it is earned. The brand bespeaks the forging of a family." John F. Sherry, Jr. on "Brand Meaning," page 41.
"There are several sources of pioneering advantage. All are derived from the pioneer's unique role in creating the category, in defining the dimensions on which brands compete, and in influencing the importance buyers attach to perceived differences. Simply put, the pioneer plays a unique role... It is perceived different from others, and that perception is valuable in several ways....A pioneer can become the standard against which later entrants are judged simply by establishing the category and being viewed as the near-ideal product. This strong association with the product category means that virtually all other products in the category are now judged by the established standard. Standards in markets take at least two forms -- psychological standards and technological standards." Gregory S. Carpenter and Kent Nakamoto on "Competitive Strategies," pages 75 and 77.
"The differences between technology markets and CPG [consumer packaged goods] markets from a branding standpoint can be categorized into differences related to the market, differences related to products, differences related to customer behavior, and differences related to channels and ecosystems. I use this categorization scheme to discuss the challenges and principles of branding in technology markets. Figure 11.1 [pages 204 and 205] summarizes the key contextual dimensions that form the basis of contrasting brands in technology markets with branding in CPG markets." Mohanbir Sawhney on "Branding in Technology Markets," pages 202 and 203.
This book will be of greatest value to those senior-level executives who need to know their customers better and how to get closer to them, who need expert counsel on how to differentiate what they offer and then with formulating appropriate branding strategies which position their offering, not only as relevant to the given target market but indeed superior in value to whatever is offered by competitors.
Those who share my high regard for this volume are urged to check out Kellogg on Marketing edited by Dawn Iacobucci and Kellogg on Integrated Marketing co-edited by David Dranove and Sonia Marciano. I also recommend Harvard Business Review on Brand Management, Alina Wheeler's Designing Brand Identity, William J. McEwen's Married to the Brand, Marty Neumeir's The Brand Gap, Martin Lindstrom's Brand Sense, David A. Aaker's Building Strong Brands as well as Brand Portfolio Strategy, Bill Schley and Carl Nichols Jr.'s Why Johnny Can't Brand, Scott Bedbury and Stephen Fenichell's A New Brand World, Kevin Lane Keller's Strategic Brand Management (Second Edition), Alex Wipperfurth's Brand Hijack, and Douglas B. Holt's How Brands Become Icons.
16 of 16 people found the following review helpful.
A Thorough Analysis on Branding
By Paul Marc Oliu
I picked up "Kellogg on Branding" from Amazon because my company was embarking on a branding exercise. As part of the team, I wanted to get well-versed in the theoretical and practical implications of branding and brand management. Little did I realize that I have picked up a gem.
First and foremost, this is an academic book, some of which may cause a reader to gloss over, especially if they are just looking for easy bullet point overviews. Nonetheless, I found this to be a goldmine of information.
A collection of articles and research by some of the by faculty at the Kellogg School of Management at Northwestern University covering a range of issues. Specifically, the book covers branding concepts in the first three chapters, strategies for building and leveraging brands, strategy to implimentation, and branding insights.
I found the last chapters (14 through 20) to be the most interesting as they were written by senior executives at firms. Whether it was a discussion on there individual companies leveraged their brand, to using their brand internally, it was the more "Practical" section of the book.
Thats not to diminish the other sections of the book. In one collection we have a guide for branding in the tech sector, to managing a brand portfolio, to design and positioning. Each with a wealth of information for anyone looking at their own companies and trying to make sense of branding, brand strategy and brand management.
Needless to say, this volume armed me quite well for our branding initiatives.
Again, this is a detailed book, and not a gloss over. If you can read this with the attention to detail "Kellogg on Branding" offers, then you will be well rewarded. If not, you may want to look elsewhere.
Regardless, I highly recommend.
See all 22 customer reviews...
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