Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management

by Tim Calkins and Alice M. Tybout

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0471690163
• ISBN13: 9780471690160
• Release Date: September 2005
• Publisher: Wiley
• Length: 352 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.3" x 6.4" x 9.1"

Customer Reviews

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. 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

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.

Not just for cowboys

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.