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

by Alice M. Tybout (Editor), Philio Kotler (Foreword), Tim Calkins (Editor)

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 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.

Genres: Business, Design, Nonfiction

352 pages, Hardcover

First published September 29, 2005

About the author

Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006.

Professor Tybout conducts research related to how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has published numerous articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Marketing, and the Journal of Personality and Social Psychology. In addition, she has published articles in Harvard Business Review, and is the co-editor of four books; Perspectives on the Affective and Cognitive Effects of Advertising, Kellogg on Branding, Kellogg on Marketing, Second Edition, Kellogg on Branding in a Hyper-connected World.

Reviews

[Michael]

The best part about compilation books is that when you get a dull writer, you can push on to the end knowing that a new style awaits you in the next chapter/essay. It is the best kind of textbook, and this was certainly one of the better assigned readings I have found over the years. An excellent description of the nature of brands and how to best utilize them for your company's advantage. A great read for one just getting into the business or for whom marketing is an unofficial side job.

[Richard Read]

I was recently asked to develop a course on branding. There are plenty of books about the topic, but for my students' primary text, I wanted something like a conventional textbook--something that could give a good overview of the field and also offer deep dives into specific areas like brand valuation.

I didn't find many titles that met my criteria. Most of the more popular books feel a little slapdash, a little "branding for dummies". This is one of the few that has the grativas and breadth I wanted.

Ordinarily, I'd have rated this anthology a bit higher, but it has one significant shortcoming: it was published in 2007, and most of the articles were penned well before that. As a result, the authors don't consider social media (Facebook didn't open to the public until 2006), apps, or mobile (the iPhone arrived in 2007), and for better or worse, it's impossible to discuss any facet of the business world--especially branding--without those topics front and center.

To be truly useful, The Kellogg School needs to ask its authors to update their articles in light of the last 12 years, or it ought to publish a follow-up edition with entirely new content. As it is, much of this book feels obsolete.

[Beam Pattadon]

[Review]

Another book to be put on the shelf of professional marketers. I personally gain significant amount of branding foundations from this book; for instance, brand portfolio management, brand extension, branding and customer relationship management, frame of reference as positional strategy, importance of internal branding and organizational culture, strategic implication of pursuing first-moving, fast-following, and late-following strategy. Some topics are very detailed. The bad exception from this book is Chapter 3 (Brand Meaning) which is written with archaic style and full of archaeological jargon, making it extremely difficult to graph key ideas, let alone the meaning of written text.

[Roman]

Good for the beginners. Professional marketers probably won’t find anything new here. Except perhaps “treatise of the brand.” Some of things didn’t age well.

[Daniel]

it is a very practical book helping reader to organize their knowledge on branding. it provides severals tools that can be put into action right away.

[Amir Jabbari]

I did not get the point of this book

[Alec Alvarez]

Read this for a brand marketing class in undergrad — dare the nerd in me say this book is pretty damn good with insights from the greatest brands and conglomerates on the face of the Earth.

Applicable in your corporate career or in your entrepreneurial or personal branding endeavors fasho.

[Jorge Dieguez]

Important reading for the marketing strategist

This book compiles such a rich array of content that it is both, intense but practical. Definitely a must read for anyone looking to build brands.

[AK]

fantastic introduction to the many facets of the discipline via essays by Kellogg faculty.

[Jessica]

The Kellogg series offers a detailed insight into branding. Interesting if you are interested in branded products.

[Di]

Estudando pra construir.

[Javier Otaduy]

Muy buenas bases de branding y marketing que no caducan con el tiempo

[ateedub]

Amazing discussion of branding

[Bethany]

A great basic overview; nothing complex, but lays a good framework for further study.