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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management 1st Edition

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ISBN-13: 978-0471690160
ISBN-10: 0471690163
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Editorial Reviews


“…rich in stories…rich in insights” (The Economist, 26th November 2005)

From the Inside Flap

Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned 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. Topics covered in the book include:
  • Developing a compelling brand positioning
  • Extending an established brand
  • Strategically managing a brand portfolio
  • Building a brand-focused organization
  • Measuring brand value

The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.


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Product Details

  • Hardcover: 352 pages
  • Publisher: Wiley; 1 edition (September 29, 2005)
  • Language: English
  • ISBN-10: 0471690163
  • ISBN-13: 978-0471690160
  • Product Dimensions: 6.3 x 1.2 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #150,320 in Books (See Top 100 in Books)

More About the Author

Tim Calkins helps people use marketing strategy and branding to build strong and profitable businesses.

He is clinical professor of marketing at Northwestern University's Kellogg School of Management where he teaches marketing strategy, biomedical marketing and strategic marketing decisions in the full-time, part-time and executive MBA programs. He is co-academic director of Kellogg's branding program.

Tim has received numerous teaching awards. He received the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at Kellogg, in 2006 and 2013. He is one of just three people in the award's 38 year history to have won it twice. He also received the Sidney J. Levy Teaching Award, two Kellogg Faculty Impact Awards and the Top Professor Award from the Kellogg Executive MBA Program in 2007, 2009, 2010 and 2011.

His book Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012) was named 2013 Marketing Book of the Year by Expert Marketer Magazine. He also wrote Breakthrough Marketing Plans (Palgrave Macmillan, 2008 and 2012). He is co-editor of Kellogg on Branding (John Wiley & Sons, 2005).

Tim has published more than a dozen Kellogg case studies including Crestor, MedImmune: FluMist Introduction and Genzyme: the Synvisc-One Investment Decision.

Tim leads two annual events at Kellogg, the Kellogg Super Bowl Advertising Review and the Kellogg Biotech and Healthcare Case Competition.

In addition to teaching at Kellogg Tim works with major corporations around the world on strategy and branding issues. His recent clients include Novartis, Eli Lilly and Career Builder. He is managing director of Class 5 Consulting, a marketing strategy firm.

Tim is frequently cited by the media; he has been quoted in publications including Business Week, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC.

He serves on the board of the Chicago Business Marketing Association, the Alliance Française de Chicago and the Lycée Français de Chicago, Chicago's French-International School.

Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy and branding projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led businesses including Miracle Whip, Taco Bell, A.1. steak sauce, Seven Seas and DiGiorno. While at Kraft he was responsible for the launch of more than two dozen new products.

He received his BA from Yale and his MBA from Harvard.

Tim lives in Chicago with his wife and three children. He loves to canoe, ski and hike in the mountains.

Customer Reviews

Most Helpful Customer Reviews

39 of 42 people found the following review helpful By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on February 9, 2006
Format: Hardcover
The last time I checked, Amazon and its online partner Borders sell more than 8,000 different books on the general subject of brands and brand management. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives which effectively leverage one or more brands.

What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University. It was edited by Alice M. Tybout and Tim Calkins who co-authored the Preface; Philip Kotler provides the Foreword and Calkins the Introduction.

I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its contents which, in this volume, are carefully organized within four Sections:

I (Chapters 1-3) Key Branding Concepts

II (Chapters 4-6) Strategies for Building and Leveraging Brands

III (Chapters 7-13) From Strategy to Implementation

IV (Chapters 14-20) Branding Insights from Senior Managers

There are five themes which are rigorously examined through the narrative: brand positioning, brand design, brand meaning, leveraging a brand, creating a brand-driven organization, and then three chapters are devoted to issues on measurement. I especially appreciate the provision of various frameworks, check-lists (e.g. the five-step process for designing a brand on page 38), "Figures" (e.g Whirlpool's Touch Point Wheel" on page 230), and other tools to assist the reader with clarifying her or his thoughts about branding in terms the specific needs and interests of his or her organization.
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14 of 14 people found the following review helpful By Paul Marc Oliu on August 13, 2007
Format: Hardcover Verified Purchase
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.
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13 of 16 people found the following review helpful By viktor_57 on December 8, 2005
Format: Hardcover
I'm a business student and this book saved my team and my grade in marketing class. We were given the assignment of managing an ad campaign for a fictional company, and we were sorely lacking for strategy until I found this book. Filled with case studies from the real world and the collective wisdom of the Kellogg faculty, this book was the key to putting together our promotional plan which ended up getting the highest grade in the class and a school award.
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2 of 2 people found the following review helpful By R B on April 24, 2012
Format: Hardcover Verified Purchase
For me this was not a good cover to cover read. Each chapter was written by a different author. Some were great and others not so much. One of the chapters I felt like I was reading Shakespeare... It's great to use esoteric words and be verbose and all...If it makes sense and helps you convey a message. I just didn't think that it was necessary to use such obscure words in that chapter.

Regardless, If your looking to learn more about branding this book will help.
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11 of 15 people found the following review helpful By Karim Jiwa on February 23, 2006
Format: Hardcover Verified Purchase
This book is written by academics and it shows. While there are many good ideas and insightful analysis, it is essentially a compilation of papers written by academics. Accordingly, there is little flow to the book, which makes it somewhat of a difficult, if not boring, read.
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1 of 1 people found the following review helpful By George Bush HALL OF FAME on April 5, 2014
Format: Kindle Edition
Traditional marketing is not working. Top management now sees many mass advertising campaigns as losing money, sales promotion campaigns as boosting sales temporarily but being largely unprofitable, and direct mail campaigns barely deliver a 1% response rate. Kotler sees two answers: 1)Know your customers better and get closer to them, and 2)differentiate your offering through your branding work so that the offering stands out as relevant and superior in value to a clear target market.

Brands are not always a positive - Enron has associations with financial mismanagement and fraud, and ValueJet with reckless and poor maintenance. Highly successful brands include Coca-Cola, Apple Computer, Porsche, Harley-Davidson, and Starbucks. Most companies take the easy road by buying a lot of expensive advertising, making cliché claims, and lavish promotions. Branding, however, is much more than attaching a name to an offering - it is about making a certain promise to customers about delivering a fulfilling experience and level of performance. Everyone must work to carry out that promise. Participants in the Kellogg on Branding programs have included lawyers, doctors, and teachers, as well as the expected range of pharmaceutical, financial services, apparel, and technology industries.

The question generally isn't which product or service is best, but which people think is best. Just think of what you might pay for unbranded 18-kt 0.3 carat diamond earrings, the same product with a Tiffany brand, and finally with the Wal-Mart brand. Core issues in branding involve cash, consistency, and clutter.

Cash is an issue because executives need to deliver short-term financial results, but brands are long-term assets with virtually all their value residing in the future.
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