The fifth book in the renowned Kellogg series, Kellogg on Branding is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, Kellogg on Branding brings the formidable knowledge of Kellogg s world renowned marketing faculty to bear on the topic of branding and brand management. Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won. Foreword ix Philip Kotler Preface xi Alice M. Tybout Tim Calkins Acknowledgments xvii Introduction The Challenge of Branding 1(10) Tim Calkins Section I Key Branding Concepts Brand Positioning 11(16) Alice M. Tybout Brian Sternthal Designing Brands 27(13) Bobby J. Calder Brand Meaning 40(33) John F. Sherry, Jr. Section II Strategies for Building and Leveraging Brands Competitive Brand Strategies 73(18) Gregory S. Carpenter Kent Nakamoto Brand Extensions 91(13) Bridgette M. Braig Alice M. Tybout Brand Portfolio Strategy 104(25) Tim Calkins Section III From Strategy to Implementation Building Brands through Effective Advertising 129(21) Brian Sternthal Angela Y. Lee Relationship Branding and CRM 150(19) Edward C. Malthouse Bobby J. Calder Brand Strategy for Business Markets 169(17) James C. Anderson Gregory S. Carpenter Services Branding 186(15) Amy L. Ostrum Dawn Iacobucci Felicia N. Morgan Branding in Technology Markets 201(25) Mohanbir Sawhney Building a Brand-Driven Organization 226(18) Scott Davis Measuring Brand Value 244(31) Don E. Schultz Heidi F. Schultz Section IV Branding Insights from Senior Managers Using Positioning to Build a Megabrand 275(8) Mark R. Goldston Marketing Leverage in the Frame of Reference 283(6) Mark Shapiro Finding the Right Brand Name 289(8) Carol L. Bernick Building Global Brands 297(7) Betsy Holden Branding and Organizational Culture 304(8) Gary A. Mecklenburg Branding and the Organization 312(8) E. David Coolidge III Internal Branding 320(7) Ed Buckley Matt Williams Martin Agency Index 327