How to use advertising to build strong brands

著者

書誌事項

How to use advertising to build strong brands

edited by John Philip Jones

Sage Publications, c1999

  • : cloth
  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest. --Andy Fenning, Executive Vice President, Director of Strategic Development,J. Walter Thompson, New York 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. Edited by John Philip Jones, best-selling author of What's in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and "brand magic." The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business.

目次

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

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