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

Preface (Alice M. Tybout and Tim Calkins).

Acknowledgments.

Introduction: The Challenge of Branding (Tim Calkins).

Section I: Key Branding Concepts.

Chapter 1: Brand Positioning (Alice M. Tybout and Brian Sternthal).

Chapter 2: Designing Brands (Bobby J. Calder).

Chapter 3: Brand Meaning (John F. Sherry, Jr.).

Section II: Strategies for Building and Leveraging Brands.

Chapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto).

Chapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout).

Chapter 6: Brand Portfolio Strategy (Tim Calkins).

Section III: From Strategy to Implementation.

Chapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee).

Chapter 8: Relationship Branding and CRM (Edward C. Malthouse and Bobby J. Calder).

Chapter 9: Brand Strategy for Business Markets (James C. Anderson and Gregory S. Carpenter).

Chapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan).

Chapter 11: Branding in Technology Markets (Mohanbir Sawhney).

Chapter 12: Building a Brand-Driven Organization (Scott Davis).

Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz).

Section IV: Branding Insights from Senior Managers.

Chapter 14: Using Positioning to Build a Megabrand (Mark R. Goldston, Chairman,CEO, and President, United Online).

Chapter 15: Marketing Leverage in the Frame of Reference (Mark Shapiro, Principal, New England Consulting Group).

Chapter 16: Finding the Right Brand Name (Carol L. Bernick, Chairman, Alberto-Culver Company).

Chapter 17: Building Global Brands (Betsy Holden, President, Global Marketing and Category Development, Kraft Foods).

Chapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, President and CEO, Northwestern Memorial HealthCare).

Chapter 19: Branding and the Organization (E. David Coolidge III, Vice Chairman, William Blair & Company).

Chapter 20: Internal Branding (Ed Buckley, Vice President, UPS; Matt Williams, Senior Vice President, Martin Agency).

Index.