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Kellogg on Branding
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Kellogg on Branding

The Marketing Faculty of The Kellogg School of Management

Alice M. Tybout and Tim Calkins
Wiley, 2005
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Editorial Rating

8

Qualities

  • Applicable

Recommendation

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.

Summary

Emotional Brands

Traditional marketing strategies such as direct mail, new product introductions and advertising increasingly fail to boost sales because of today's intensely competitive business environment, electrified by globalization and commoditization. However, some companies, such as Starbucks, Harley Davidson, Coca-Cola, Apple and Singapore Airlines, still have managed to distinguish themselves with creative branding campaigns. Their customers trust them and feel emotionally connected to their brands because the companies have fulfilled their promises to buyers.

A brand is not simply a name. It includes all the associations that people have with your name, service mark or logo. As with an individual person's reputation, consumers' associations with your brand follow your products wherever they go. Coca-Cola, Las Vegas, Steinway, the Rolling Stones and Dom Perignon evoke strong positive feelings and images for most people. However, when brand associations turn negative, the effects on your organization can be devastating. Think of Enron, the huge corporate failure.

The images or feelings that consumers associate with brands shape their buying decisions...

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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