Kellogg on branding: the marketing faculty of the Kellogg School of Management

Description

Key branding concepts: Brand positioning / A.M. Tybout and B. Sternthal; Designing brands / B.J. Calder -- Strategies for building and leveraging brands: Competitive brand strategies / G.S. Carpenter and K. Nakamoto; Brand portfolio strategy / T. Calkins -- From strategy to implementation: Relationship branding and CRM / E.C. Malthouse and B.J. Calder; Branding technology markets / M. Sawhney; Measuring brand value / D.E. Schultz and H.F. Schultz -- Branding insights from senior managers: Marketing leverage in the frame of reference / M. Shapiro; Building global brands / B. Holden; Internal Branding / E. Buckley, M. Williams.;[This] is an ... anthology of the latest insights, theories, and practices revolutionizing branding from the ... 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.-Dust jacket. Key branding concepts: Brand positioning / A.M. Tybout and B. Sternthal Designing brands / B.J. Calder -- Strategies for building and leveraging brands: Competitive brand strategies / G.S. Carpenter and K. Nakamoto Brand portfolio strategy / T. Calkins -- From strategy to implementation: Relationship branding and CRM / E.C. Malthouse and B.J. Calder Branding technology markets / M. Sawhney Measuring brand value / D.E. Schultz and H.F. Schultz -- Branding insights from senior managers: Marketing leverage in the frame of reference / M. Shapiro Building global brands / B. Holden Internal Branding / E. Buckley, M. Williams.