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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management (Hardcover)

~ (Editor), Alice Tybout (Editor), Philio Kotler (Foreword) "When TiVo launched its digital video recorder (DVR) system in 1999, the leading technology market research firm Forrester predicted, "These hard-drive machines will take off..." (more)
Key Phrases: marketing mix modeling, brand portfolio strategy, innovative late entrants, New York, Kellogg School of Management, United States (more...)

4.9 out of 5 stars See all reviews (11 customer reviews)

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Kellogg on Strategy : Concepts, Tools, and Frameworks for Practitioners by David Dranove
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Editorial Reviews

Review

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

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.

See all Editorial Reviews

Product Details

Hardcover: 352 pages
Publisher: Wiley; 1 edition (September 29, 2005)
Language: English
ISBN-10: 0471690163
ISBN-13: 978-0471690160
Product Dimensions: 9.1 x 6.2 x 1.4 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)

Average Customer Review: 4.9 out of 5 stars See all reviews (11 customer reviews)

Amazon.com Sales Rank: #31,757 in Books (See Bestsellers in Books)
Popular in this category: (What's this?)
#11 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management

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Inside This Book (learn more)

First Sentence:
When TiVo launched its digital video recorder (DVR) system in 1999, the leading technology market research firm Forrester predicted, "These hard-drive machines will take off faster than any other consumer electronics product has before." Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
marketing mix modeling, brand portfolio strategy, innovative late entrants, endorser brand, brand metrics, branded house, relationship branding, brand measurement, brand earnings, brand hierarchy, primary brand, brand value proposition, branded ingredient, brand structure, parent brand, ingredient branding, logo format, brand valuation, brand meaning, pioneering advantage, brand concept, naming level, evaluating brands, brand design, designing brands

Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Kellogg School of Management, United States, William Blair, Northwestern University, Free Press, Harvard Business Review, Harvard Business School Press, Journal of Consumer Research, Brian Sternthal, Journal of Marketing Research, Brand Finance, Prentice Hall, Thousand Oaks, Cornell University Press, Dawn Iacobucci, Levi Strauss, Managing Brand Equity, Northwestern Memorial Hospital, Toddler Club, Upper Saddle River, American Express, Apple Computer, Basic Books, Diet Coke

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Citations (learn more)

This book cites 93 books:

Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook by John F. Sherry on 4 pages
Kellogg on Integrated Marketing by Dawn Iacobucci on 4 pages
Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy by Laurence Vincent on page 65, page 66, and page 68
Managing Brand Equity by David A. Aaker on page 61, page 69, and page 270
Kellogg on Marketing by Dawn Iacobucci on page 39, page 67, and page 199

See all 93 books this book cites

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Brand Portfolio Strategy by David A. Aaker

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	81% buy the item featured on this page: Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management 4.9 out of 5 stars (11) $23.10
	6% buy BrandSimple: How the Best Brands Keep it Simple and Succeed 4.7 out of 5 stars (47) $10.17
	5% buy Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands 4.4 out of 5 stars (47)
	4% buy Kellogg on Marketing 4.6 out of 5 stars (7) $24.42

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Customer Reviews

11 Reviews

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4.9 out of 5 stars (11 customer reviews)

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Most Helpful Customer Reviews

22 of 25 people found the following review helpful:

5.0 out of 5 stars An Invaluable Single Source of Information and Counsel, February 9, 2006

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

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.

Although taken out of context, the following three excerpts are representative of the high quality of thinking and writing throughout this book:

"The word brand has a tripartite etymology. One emphasis clusters around burning, with connotations both of fiery consummation and of banking the hearth. A second emphasis clusters around marking, with connotations of ownership and indelibility, as well as paradoxical allusions to intrinsic essence, whether or merit or stigma. A third emphasis clusters around the delivery of, or deliverance from, danger (stoke, anneal, cauterize; conflagration, possession, aggression). The brand embodies the transformative heat of passion, properly tended. It is bestowed and it is earned. The brand bespeaks the forging of a family." John F. Sherry, Jr. on "Brand Meaning," page 41.

"There are several sources of pioneering advantage. All are derived from the pioneer's unique role in creating the category, in defining the dimensions on which brands compete, and in influencing the importance buyers attach to perceived differences. Simply put, the pioneer plays a unique role... It is perceived different from others, and that perception is valuable in several ways....A pioneer can become the standard against which later entrants are judged simply by establishing the category and being viewed as the near-ideal product. This strong association with the product category means that virtually all other products in the category are now judged by the established standard. Standards in markets take at least two forms -- psychological standards and technological standards." Gregory S. Carpenter and Kent Nakamoto on "Competitive Strategies," pages 75 and 77.

"The differences between technology markets and CPG [consumer packaged goods] markets from a branding standpoint can be categorized into differences related to the market, differences related to products, differences related to customer behavior, and differences related to channels and ecosystems. I use this categorization scheme to discuss the challenges and principles of branding in technology markets. Figure 11.1 [pages 204 and 205] summarizes the key contextual dimensions that form the basis of contrasting brands in technology markets with branding in CPG markets." Mohanbir Sawhney on "Branding in Technology Markets," pages 202 and 203.

This book will be of greatest value to those senior-level executives who need to know their customers better and how to get closer to them, who need expert counsel on how to differentiate what they offer and then with formulating appropriate branding strategies which position their offering, not only as relevant to the given target market but indeed superior in value to whatever is offered by competitors.

Those who share my high regard for this volume are urged to check out Kellogg on Marketing edited by Dawn Iacobucci and Kellogg on Integrated Marketing co-edited by David Dranove and Sonia Marciano. I also recommend Harvard Business Review on Brand Management, Alina Wheeler's Designing Brand Identity, William J. McEwen's Married to the Brand, Marty Neumeir's The Brand Gap, Martin Lindstrom's Brand Sense, David A. Aaker's Building Strong Brands as well as Brand Portfolio Strategy, Bill Schley and Carl Nichols Jr.'s Why Johnny Can't Brand, Scott Bedbury and Stephen Fenichell's A New Brand World, Kevin Lane Keller's Strategic Brand Management (Second Edition), Alex Wipperfurth's Brand Hijack, and Douglas B. Holt's How Brands Become Icons.

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6 of 6 people found the following review helpful:

5.0 out of 5 stars A Thorough Analysis on Branding, August 13, 2007

By	Paul Marc Oliu (Princeton, NJ) - See all my reviews (REAL NAME)

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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9 of 12 people found the following review helpful:

5.0 out of 5 stars Not just for cowboys, December 9, 2005

By	viktor_57 "viktor_57" (Fairview, Your Favorite State, USA) - See all my reviews

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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Most Recent Customer Reviews

5.0 out of 5 stars Excellent Book!
I don't work in this area, but I got really interested on branding during my masters class. The book covers a lot of topics with great examples, not only from the mass consumption... Read more

Published 7 months ago by Mario Lopez

5.0 out of 5 stars Good Experience with this Seller
Book arrived on time and is in great condition. I would recommend doing business with this seller.

Published 7 months ago by C Little

5.0 out of 5 stars great book with clear point and concise infor
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

Published 20 months ago by zhao

5.0 out of 5 stars Branding defined.
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... Read more

Published 20 months ago by Greg Cannon

5.0 out of 5 stars good book
This book is very good for anyone who wants to be or already works as a marketing manager in any industry. Read more

Published on October 27, 2007 by Zhou Dawei

5.0 out of 5 stars Branding insights from business school experts
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... Read more

Published on February 9, 2007 by Rolf Dobelli

4.0 out of 5 stars Kellogg on Branding : The Marketing Faculty of The Kellogg School of Management
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... Read more

Published on February 23, 2006 by Karim Jiwa

5.0 out of 5 stars Branding Made Simple and Compelling
The Kellog school is renowned for their marketing school standing head and shoulders above their competitors. Read more

Published on January 15, 2006 by Jason Falinski

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