Table of contents for Kellogg on branding : the marketing faculty of the Kellogg School of Management / edited by Alice Tybout and Tim Calkins ; foreword by Philip Kotler.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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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

Library of Congress Subject Headings for this publication:

Brand name products.
Brand name products -- Marketing.
Brand name products -- Management.
Customer relations -- Management.