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How to Use Advertising to Build Strong Brands de John Philip Jones

How to Use Advertising to Build Strong Brands

Editat de John Philip Jones
en Limba Engleză Paperback – 23 aug 1999
Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.
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Specificații

ISBN-13: 9780761912439
ISBN-10: 0761912436
Pagini: 408
Dimensiuni: 152 x 229 x 21 mm
Greutate: 0.54 kg
Ediția:New.
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Cuprins

Introduction - John Philip Jones
PART ONE: BRANDS - ADDED VALUES AND BRAND EQUITY
Brands and Added Values - John Philip Jones
Brand Ideas and Their Importance - Harold F Clark Jr
`When Do You Tell the Agency What the Brand Means?'
Brands and Their Symbols - Judie Lannon
Gestalt - John Philip Jones
How Brands Are Influenced by Multiple Communications
Brands and Advertising - Roderick White
Brand Equity - Paul Feldwick
Do We Really Need It?
Putting a Price on Brand Equity - David Haigh
Parity - John Philip Jones
Consumer Perceptions That All Brands Are Alike
Brand Management - John Philip Jones
PART TWO: NEW AND GROWING BRANDS
A Marketing Template for New Brands - John Philip Jones
The Initial Growth Cycle for a New Brand - John Philip Jones
New Brands - Jan S Slater
Success Rate and Criteria for Success
Exploring Brand Magic - Alexander L Biel
How Advertising Builds Brand Equity - Andy Farr
PART THREE: MATURE BRANDS
Life Cycle Theory - John Philip Jones
The Defensive Role of Advertising - Paul Feldwick
Are All Consumers Equal? Segmentation: The Statute of Limitations - Mark Stockdale
Relationship Marketing - John Dalla Costa
A Picture of a Brand - Carla V Lloyd
Campbell's Soup
The Case for Collectible Brands - Jan S Slater
PART FOUR: BRAND CONCEPTS IN UNEXPECTED FIELDS
Political Advertising - Filip Palda and Kristian Palda
How It Works and Who Benefits
Cable Television Stations as Brands - Mary Baumgartner Jones
Green Brands and Green Marketing - Janet DiLorenzo and Richard E Mathison
How Brands Should Be Presented to Elderly Consumers - Delight L Omohundro
Arts Organizations as Brands - Harold F Clark Jr (from a conversation with Charles Ziff)
The Role of Effective Direct Response Communications
PART FIVE: DEVELOPING AN UNDERSTANDING OF BRANDS
Education for Advertising in American Universities - Bruce G Vanden Bergh
Education for the Creative Process - Constantin G Cotzias

Descriere

Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.