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| Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management | 
 enlarge | Author: L
Creator: Alice Tybout
Publisher: Wiley
Category: Book
List Price: $35.00
Buy New: $19.40
You Save: $15.60 (45%)
Buy New/Used from $18.50
Avg. Customer Rating:  (9 reviews)
Sales Rank: 31285
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 352
Shipping Weight (lbs): 1.2
Dimensions (in): 9.1 x 6.3 x 1.3
ISBN: 0471690163
Dewey Decimal Number: 658.827
EAN: 9780471690160
ASIN: 0471690163
Publication Date: September 29, 2005
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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.
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| Customer Reviews: Read 4 more reviews...
great book with clear point and concise infor March 23, 2008
As NU student got this book as a reference. I heard Alice and Tim are two of best pro in Kel
I agree totally after reading this.
Strongly recommend
Branding defined. March 13, 2008
Image is everything right? But is hard to stick a dollar sign on to "Image" or better yet "Brand". Detailed case studies of real world products help put things in perspective. Some of the early choices of companies like Coke and Nike have really helped maintain the integrity of the brand through the test of time. By using brands that are all around us, Kellogg on Branding brings it all to your doorstep. I recommend this book to marketing/advertising industry people just as much to fans of books like "The Tipping Point" and The Long Tail.".
good book October 27, 2007
This book is very good for anyone who wants to be or already works as a marketing manager in any industry. Branding is not everything of marketing, but it is really an important part can increase or decrease a business.
A Thorough Analysis on Branding August 14, 2007
3 out of 3 found this review helpful
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.
Branding insights from business school experts February 9, 2007
1 out of 4 found this review helpful
Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries; it also includes an interesting discussion of the anthropology of branding. We recommend this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.
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