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Kellogg on Branding: The Marketing Faculty of The Kellogg School of
Management
Tybout, Kotler, Kotler
ISBN 978-0-471-69016-0, © 2005
Kellogg on Branding provides crucial insight to academics on
how to build, leverage and/or rejuvenate a brand. Every company has
unique identity they can use to distinguish themselves from the
competition. Yet while most companies recognize the importance of
brands, few firsma cn actually lay claim to a strong, enduring name and
reputation. The experts at Kellogg show how, when properly managed,
brands can be a company’s most valuable asset, creating customer loyalty
and name recognition strong enough to overcome intense competition and
even price differences in a given market.
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Reviewer Comments
Brand From the Inside: Eight Essentials to Emotionally Connect Your
Employees to Your Business
Sartain, Schumann
ISBN 978-0-7879-8189-1, © 2006
Can you effectively build a brand identity if your employees don't
buy into it? Because of the key role of employees in brand delivery,
building and nurturing the internal brand is as critical to an
organization's success as promoting the external brand. This book
shows leaders across an organization how to work together to motivate
employees to embrace the meaning of the brand, and thus consistently
deliver the experience it promises to its customers. It also explains
how internal branding can be used recruit the best new employees. The
authors provide the first comprehensive, step-by-step guide for creating
legendary brands from the inside out. Features include practical
examples and case histories from famously employee-friendly companies
like Southwest Airlines and Yahoo!; tools and worksheets for breaking
through silos and building the brand, including meeting agendas and
presentation ideas; and methods for building a new brand, improving a
current one, or "rehabbing" a broken brand.
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Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or
Break Your Business
Foley, Kendrick
ISBN 978-0-7879-8309-3, © 2006
Companies often assume that if their sales are good, then their
branding must be effective. But they pay alarmingly little attention to
what it is that actually sustains their brand and reputation, leaving
them vulnerable to dangerous backlash if a rift develops between their
values and those of their stakeholders: customers, employees,
shareholders, and community members. Well-known and seemingly successful
brands often suffer from this backlash (e.g., Nike and overseas
sweatshops, Wal-Mart and unfair employment practices, McDonald's and
excessively fatty foods). Branding expert John Foley shows how to
understand and effectively respond to the needs of each stakeholder
group, thereby emphasizing reputation in balance with brand and avoiding
damaging misalignment between them. He and co-author Julie Kendrick
provide tools for identifying potential backlash flashpoints and for
designing internal and external communication strategies for projecting
appropriate values.
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