In this book, the Kellogg School of Managementâ??s world-renowned faculty members provide an intensive look into brnad management. Combining the latest thinking on this topic with practical exercises , Kellogg on Branding offers a blueprint for a brand-management strategy that achieves increased customer loyalty, competitive advantage and profitability.
Book Details:
- Author: Alice M. Tybout
- ISBN: 9780470194430
- Year Published: 2005
- Pages: 352
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
In this book, the Kellogg School of Managementâ??s world-renowned faculty members provide an intensive look into brnad management. Combining the latest thinking on this topic with practical exercises , Kellogg on Branding offers a blueprint for a brand-management strategy that achieves increased customer loyalty, competitive advantage and profitability.
Kellogg on Branding offers crucial insight on how to build, leverage and/or rejuvenate your brand. Every company has unique identity they can use to distinguish themselves from the competition. Yet while most companies recognize the importance of brands, few firsma cn actually lay claim to a strong, enduring name and reputation. The experts at Kellogg show how, when properly managed, brands can be a companys most valuable asset, creating customer loyalty and name recognition strong enough to overcome intense competition and even price differences in a given market.
FIFTH BOOK IN THE SUCCESSFUL KELLOGG SERIES: Weve enjoyed healthy sales for this series (Kellogg on Marketing has sold over 27,000 copies), and have a strong relationship with this leading school. This book will benefit from the same degree of marketing support that we received for the previous Kellogg books, and the editors will arrange speaking engagements surrounding publication.STELLAR REPUTATION OF KELLOGG: Business Week has consistently rated Kellogg the #1 business school for marketing. SOLID CONTRIBUTOR LIST: Not only does this title fit into Kelloggs most highly regarded subject area marketing but the contributors are leaders in the field. STRONG INTERNATIONAL SALES POTENTIAL: Kellogg on Marketing and Kellogg on Integrated Marketing sold well abroad; Kellogg on Branding will likely follow suit.
About the Author
Alice Tybout is current Chairperson of the Marketing Department at Kellogg. Her major areas of research are consumer information processing, categorization processes, and theory testing. She is the author of Advances in Consumer Research, Vol. 10 (with Richard Bagozzi) and Perspectives on the Affective and Cognitive Effects of Advertising (with Pat Caffertta), as well as dozens of articles in industry journals. She also consults for a range of companies, including Coca-Cola, Dow, Phillips Electronics, and Searle. Tim Calkins is Clinical Associate Professor of Marketing at the Kellogg School of Management. At Kellogg, he teaches the marketing strategy course in the MBA program and leads seminars in many of Kellogg’s executive education programs. Tim is also co-academic director of the “Kellogg on Branding” executive education program. Tim has worked with major corporations around the world on marketing strategy and branding issues. He has led seminars or completed consulting projects with JPMorganChase, ACNielsen, Nestle, Barilla, Boeing and others. He has been quoted in publications including Business Week, The Washington Post, The Chicago Sun-Times and many others. He is a frequent speaker at industry events.