Bookshelf: Kellogg on Branding
text brings Kellogg branding expertise to market
as a leader in the marketing world, the Kellogg School is
adding a new title to its expanding library of textbooks that
showcase its faculty's expertise.
Kellogg on Branding (Wiley & Sons) will join previous
print efforts that have disseminated the insights of Kellogg
professors in the disciplines of marketing, integrated marketing
and technology and innovation.
on Branding is a collection of powerful insights and learnings,"
Calkins, clinical associate professor of marketing and
the book's co-editor. "It represents the latest thinking about
brands. Our intent is that it will be a valuable resource
for executives, brand managers and students."
an array of new contributions from senior Kellogg School faculty
and alumni, the text presents a comprehensive look at the
foundations and implementation of current branding strategies.
One of the book's strengths is that it offers both theoretical
and practical perspectives on the subject. And no matter what
their industry, readers will benefit from chapters focused
on services, technology and package goods, among others.
in part, grew out of a larger academic mission at the Kellogg
School, which in 2003 launched Kellogg on Branding,
an executive education
course designed to help executives refine their brand-building
skills. The program was exceptionally well received, with
the first several sessions filling quickly, says Calkins,
who, along with Alice
Tybout, the Harold T. Martin Professor of Marketing and
chair of the Marketing Department, is co-academic director
for the course. Tybout also co-edited the new text.
in branding has increased in an era of hyper-competition,
commoditization and globalization, factors that have left
marketers "struggling to find new conceptual bases on which
to design and deliver their programs," writes Kellogg School
marketing guru Philip
Kotler in the book's preface.
truth is that traditional marketing is not working," he says,
adding that branding is far more than merely adding a name
to an offering.
is about making a certain promise to customers about delivering
a fulfilling experience and a level of performance," writes
Executives across industries are beginning
to appreciate the importance of brands, says Calkins, particularly
as global competition has turned many industries into "brutal
competitive battles, with products often treated like commodities."
Strong brands can help companies avoid the
commodity trap by differentiating goods and services, he explains.
Readers intent on doing the same will find a wealth of insight
in these pages.
Kellogg on Branding is scheduled to
be published Sept. 23 and will be available for purchase at
School Emporium. Look for excerpts from the new text in
the November edition of Kellogg World.