Kellogg On Branding: The Marketing Faculty Of The Kellogg School Of Management 9780471690160 pdf mobi txt 2024 电子版 下载

　　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 includes:

* The latest thinking on key branding concepts, including brand

positioning and design

* Strategies for launching new brands, leveraging existing

brands, and managing a brand portfolio

* Techniques for building a brand-centered organization

* Insights from senior managers who have fought branding battles

and won

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

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.

　　ALICE M. TYBOUT is the Harold T. Martin Professor of Marketing

and chairperson of the Marketing Department at the Kellogg School

of Management. She is co-academic director of the branding program

at Kellogg, the author of dozens of articles for marketing

journals, and a consultant for leading companies.

　　TIM CALKINS is Clinical Associate Professor of Marketing at the

Kellogg School of Management and co-academic director of the

branding program at Kellogg. He consults with companies on both

marketing strategy and branding issues. Previously, he was a

marketing executive at Kraft Foods, where he managed brands

including Miracle Whip, Parkay, and A.1. steak sauce.

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If a manager is forced to choose between investing in a brand and missing short-term financial targets, most managers will choose to hit the short-term numbers. It's usually the career-optimizing decision. And in a supreme bit of irony of business, a manager who boosts short-term profits while damaging the long-term health of a brand is often rewarded, while a manager who invests in a brand at the expense of short-term results is often penalized. The cost-benefit analysis on a brand-building initiative highlights the tension. The benefits are difficult to quantify, uncertain and in the future. The costs are quantifiable, certain and immediate.

1. A brief description of the targeted consumers in terms of some identifying characteristics, such as demographics and psychographics. These target characteristics are typically selected on the basis of category and brand usage.

2. A statement of the target's goal that will be served by consuming the brand, commonly referred to as frame of reference. The frame of reference may guide the choice of targets, identify situations in which the brand might be used, and define relevant competitors.

3. An assertion regarding why the brand is superior to alternatives in the frame of reference, referred to as the point of difference.

4. Supporting evidence for claims related to the frame of reference and point of difference, referred to as reasons to believe. This final element is more important whe...

A ladder is established with tangible features at the bottom that offer a reason to believe the functional benefit, which indicates what the brand does for the consumer. In turn, the functional benefit provides a basis for inferring emotional benefits, which describe how the functional benefit makes a consumer feel. Laddering up from a tangible feature to a functional benefit to an emotional benefit provides a means of sustaining a brand's position.

Laddering up entails the transformation of the marketing effort from focusing on the brand to focusing on the customer. At the lowest level of the ladder, attribute information is used to depict the unique features of the brand. At the highest level of the ladder, the focus is on the person rather than the brand. Emphasis is given to how the ...

Philadelphia is a good example of designing a brand with specific objectives about perceptual categories in mind. The goal is to get consumers to form and recognize the brand concept by categorizing the product in ways that facilitate the concept. The intended concept is: Philadelphia is a touch of heaven every day. The design uses the cues: brand name, product category name, corporate identity, verbal lexicon, illustration, visual symbols, color palette, and functional form to affect how the product is perceived.

What permits a brand to become a system or a portfolio of products is a brand concept that is broad enough to allow different product versions to be categorized as fitting the concept. And, as a single product, the perceptual categories implied by the brand design can facilitate this categorization.

书籍介绍

在线阅读本书

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 includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand–centered organization Insights from senior managers who have fought branding battles and won 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.

• 作者：木头大王 发布时间：2023-01-03 05:41:49

  打工之地，原来是近代将军辈出之处。

• 作者：captive 发布时间：2015-12-13 16:24:20

  三星。在九十年代绝对是充满勇气的自白，作者的笔触充满了诗意和美感，让人感动。翻译已经足够努力，可惜的是略有不足。这本书的意义其实更多在于让社会接纳和理解，所以多的是感受分享而不是科学说理，所以整本书也不算有条理。可能这也是它在我国并未引起共鸣的缘故，我们的社会可能更喜欢要专家教授一脸严肃地威胁恐吓告诉他们怎么办（哪怕是吃吃绿豆），摊手。然而世上哪有什么结论呢？我们能有的只是怀疑，只是一个人走过来的路。我一直觉得这本书的英文名字Memoir，其实更合适。If u have been there, u will know.

• 作者：Shiraishi 发布时间：2019-12-12 17:41:17

  branding话术工具书+1

• 作者：fateface 发布时间：2018-07-04 13:57:31

  只有看心灵更高贵的人如何应对苦难困顿，才能自我救赎。保留了沈从文晚年很多文字，一贯的温柔敦厚，又有种硬硬的昂然之气在，衬着时代的狂乱荒谬，读来惊心动魄。作者很好，不煽情，不夸张，呈现其本来面目。

• 作者：逸世凌虚 发布时间：2019-08-13 15:06:52

  完全比不上朗道本人原味的统计I，就是一中上水平的（过时）多体理论&固体理论教材

• 作者：摩公 发布时间：2022-03-11 18:33:27

  不用到最后就隐约觉得只有他才合理

• 纵向看世界：回溯德国1500年历史

  作者：神明大人 发布时间：2022-04-01 14:49:27

  德国作为欧洲工业强国，历史短暂吗？经济的崛起，是工业革命的福利还是二次大战中的受益？当今世界局势，德国保持屹立的立场是什么？

  一旦有了问题，就想探究答案，《德意志历史》从目录开始，从总框架上就给出了相关的解答。德意志历史发展的时间进程表，将1500多年的历史，通过严谨的逻辑，精准的语言表述，同150多幅精美的插画和地图一起在书页中展现出一个流动的德国历史长河。

  

  日耳曼人第一次在公元前2世界与罗马人相遇，这是后来德国历史的开始。日耳曼人在相互的迁徙、融入之间逐渐形成了部落，日耳曼部落也并不能属于一个整体的日耳曼人，每个部落各自忠实与各自的部落文化及定居同盟，并逐渐形成了族权制，种植农作物，人群也逐渐分层：自由人、半自由人、贵族。由于文化的原因，部落之间逐渐在神权的基础上产生了宗教式的王权，皇权与神权在个人追随者的基础上，在演变衍生，为后来的附庸制度和封建制度的初级形势奠定了基础。

  世界各国历史的发展规律在不同的国家制度基础上，核心却趋于相近，产生权利的过程和百姓的疾苦却千篇一律，历史尘埃的沙粒落下的悲惨，总是那么的触目惊心，又数目庞大。

  

  日耳曼人无畏、野性，也懒散，被美化为“第一德意志人”是在19世纪末，塔西陀的著作在德意志帝国被用来作为素材。而日耳曼人与罗马人的相遇及交往，才是真正带来了文化上的进步。后来罗马人向北扩展，引发了瓦卢斯战役，罗马人后撤到莱茵河边和古罗马界墙，其他地区成为后来的德国而保持了不被占领。而罗马统治西欧的结束，是从日耳曼人大规模的迁徙开始的，在这一系列的历史进展过程中，日耳曼文化对于希腊--罗马的文明传承和发展中的基督教信仰，得到了融合。法兰克王国在民族迁徙时期的日耳曼王国中，最终保存了下来。

  从3世纪中叶开始，莱茵河下游部落联盟组成的法兰克人，合并发展成一个大联盟，在墨洛温家族425年左右崛起的统治下，克洛维一世创建法兰克王国，并立首都为巴黎，又经过王朝的更替，到中世界中期至末期，德意志帝国产生。

  

  中世纪中期至第二次世界大战，这是一段漫长且充满血泪的历史阶段。从德意志帝国的产生，在权利的斗争中，世俗与教会力量的相辅相成，神职人员参与到政治体系中，来巩固皇家的地位。历史演变，沧海桑田，在不断的王朝更替中，好比大浪淘沙，最终的结果才是迄今为止的历史的不可逆改，所以本书所涉及的历史知识面非常广泛，以更加完善的历史研究角度科普于读者 。有于中世纪到第二次世界大战这段实力较长，需要读者自己去细致的了解，本文这里我只作开概括性的读后感观分享。从地理方位、科技文化、政治经济、战场与阶级地位、气候与资源的变迁都有所顾及，结构紧密，内容翔实，在每一个章节的构架中，历史性阶段细节展述有致，将城市组织的缔建、发展的空间、工匠与商人的应运而生、各行业的紧密联系及历史痕迹中的当时民众生活面貌都有所展现。

  瘟疫在人类历史上，每一次都是重挫。14世纪中叶，是一个瘟疫横行的杀人阶段。伤寒、霍乱、天花等，在欧洲杀死了约2500完人，占当时人口的三分之一。而事隔多年后的今天，新冠的肆虐传染，又成为瘟疫史上浓重的一笔。大瘟疫流传的后果在每个可见的时代都有其严重的后果。在欧洲大瘟疫后，也同样迎来了近代的诞生阶段，人文主义和文艺开始复兴，自由意志也开始被提起，银行业也有了蓬勃的发展，德国开始迎接它的新时代。

  历史上很多国家都爆发过农民战争，德国的历史上也不例外，爆发在16世纪初，早起农民起义是地区孤立性发生，直到1524年至1525年发生的农民战争，席卷了德国南部和中部大部分地区。农民战争的结果是惨败，农民的社会生存地位也受到跟残酷的压迫和打击，一个世纪后爆发的30年战争，更是把农民推入更深重的困境。直到19世界，农奴制度的逐渐废除，德国农民才获得了充分的公民权利。

  本书有很多值得细究的章节，就法国大革命于德国、德意志神圣罗马帝国的灭亡、上层改革解放战争、维也纳会议和欧洲新秩序等，都值得深研。书中也有提起德国作为一个大国的追求，和第一次世界大战，及第二次世界大战之间的事实联系。从重新开始与分裂，到重新统一，德国作为一个某个阶段当时的老牌资本主义国家，到当下，与世界的紧密联系，以及科技、工业、文化、文明发展的角色，在内政和外交上都有一个发达国家的考量，也面临着新的挑战。

  

  了解历史，是为了更好的未来。了解世界历史，是跳出本国历史的纵向视角看世界。然而关于历史的书种类太繁多，选书就成了一个问题，如果你没有想读的精准书单，只是漫无目的的随意浏览，随眼缘选书的话，那种以装帧精良，大气、厚重，且一眼能看出底蕴质感丰富的书，便是收不回眼眸和思潮了。翻开果然也不会令你失望的，全书的内容承载的住你的心之所向，是你渴望并想去了解的知识。了解一个国家的历史是一件浪漫的事情，但是历史本身是很残酷的时间进程。读《德意志历史》这本书，有唏嘘、惊叹，也有沉重感、无力感这种复杂的思绪。

• Good

  作者：武术 发布时间：2009-06-20 12:02:42

  印刷、排版都不错，只是八篇表只有序没有表。

  读着汉书，不由感慨这些治史的人太强了，律、历、乐、法、地理、天文、五行、还有几百年的陈芝麻烂事都能精通，放到现代，放到软件行业，那就是从CPU微码，到操作系统，到编译器，到图形图像……所有都精通的超级无敌牛人。哎，看看现在国内的科技水平，真是愧对汉朝的先人。