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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.