Summary of Kellogg on Branding
The Marketing Faculty of The Kellogg School of Management
'A rose by any other name would smell as sweet' – but brands aren't just names. They're nodes of emotion and experience.
Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries; it also includes an interesting discussion of the anthropology of branding. getAbstract recommends this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.
In this summary, you will learn
- What branding can and cannot accomplish; and
- How to build a powerful brand.
About the Authors
The editors of this anthology, Alice M. Tybout and Tim Calkins, teach marketing at the Kellogg School of Management. She has written dozens of articles in marketing journals, and he consults with companies on marketing and branding strategy.
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