Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management Hardcover - 2005

First line

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."

From the rear cover

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.

From the jacket 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.