Alice M. Tybout
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Alice M. Tybout

Harold T. Martin Professor of Marketing

Kellogg Faculty Page →

The Dos and Don’ts of Repositioning Your Brand

This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.

Researchers: Alice M. Tybout

May 7, 2019

Marketing

Brand Scandal Spillover

When will a brand scandal spill over and how should competitors respond?

Researchers: Michelle L. Roehm and Alice M. Tybout

October 1, 2008

How Many Reasons Do You Need to Like BMWs?

The role of content vs. retrieval ease

Researchers: Alice M. Tybout, Brian Sternthal, Georgios A. Bakamitsos, Prashant Malaviya and Se-Bum Park

May 1, 2008

Marketing