Kellogg on Branding now available in bookstores
Evanston, Ill. – Kellogg on Branding, the latest addition to the Kellogg School's expanding library of textbooks, is now available in book stores around the country. Kellogg on Branding (John Wiley & Sons) is a guide to building strong, enduring brands and includes contributions from academic thinkers and seasoned business leaders.
To celebrate the launch of Kellogg on Branding , there will be a book-signing and kick-off event at the Borders store in Evanston (1700 Maple Avenue) Wednesday, October 5 from 7:00 to 8:00 p.m.
“Kellogg on Branding is a collection of powerful insights and learnings,” says Tim 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.”
Boasting 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.
Click on the following link to view an introductory video about Kellogg on Branding.
Interest 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.
“The haunting truth is that traditional marketing is not working,” he says, adding that branding is far more than merely adding a name to an offering.
“Branding is about making a certain promise to customers about delivering a fulfilling experience and a level of performance,” writes Kotler.
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.