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Contents
Foreword by Philip Kotler ix
Preface xi
Alice M.Tybout and Tim Calkins
Acknowledgments xvii
Introduction
The Challenge of Branding1
Tim Calkins
Section I
Key Branding Concepts
Chapter 1
Brand Positioning11
Alice M.Tybout and Brian Sternthal
Chapter 2
Designing Brands27
Bobby J.Calder
Chapter 3
Brand Meaning40
John F.Sherry,Jr.
Section II
Strategies for Building and
Leveraging Brands
Chapter 4
Competitive Brand Strategies73
Gregory S.Carpenter and Kent Nakamoto
Chapter 5
Brand Extensions91
Bridgette M.Braig and Alice M.Tybout
Chapter 6
Brand Portfolio Strategy104
Tim Calkins
Section III
From Strategy to Implementation
Chapter 7
Building Brands through Effective Advertising129
Brian Sternthal and Angela Y.Lee
Chapter 8
Relationship Branding and CRM150
Edward C.Malthouse and Bobby J.Calder
Chapter 9
Brand Strategy for Business Markets169
James C.Anderson and Gregory S.Carpenter
Chapter 10
Services Branding186
Amy L.Ostrum,Dawn Iacobucci,and Felicia N.Morgan
Chapter 11
Branding in Technology Markets201
Mohanbir Sawhney
Chapter 12
Building a Brand-Driven Organization226
Scott Davis
Chapter 13
Measuring Brand Value244
Don E.Schultz and Heidi F.Schultz
Section IV
Branding Insights from Senior Managers
Chapter 14
Using Positioning to Build a Megabrand275
Mark R.Goldston
Chairman,CEO,and President,United Online
Chapter 15
Marketing Leverage in the Frame of Reference283
Mark Shapiro
Principal,New England Consulting Group
Chapter 16
Finding the Right Brand Name289
Carol L.Bernick
Chairman,Alberto-Culver Company
Chapter 17
Building Global Brands297
Betsy Holden
President,Global Marketing and Category Development,Kraft Foods
Chapter 18
Branding and Organizational Culture304
Gary A.Mecklenburg
President and CEO,Northwestern Memorial HealthCare
Chapter 19
Branding and the Organization312
E.David Coolidge III
Vice Chairman,William Blair & Company
Chapter 20
Internal Branding320
Ed Buckley
Vice President,UPS
Matt Williams
Senior Vice President,Martin Agency
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