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Title How to Use Advertising to Build Strong Brands / edited by John Philip Jones
Published Thousand Oaks, California : Sage Publications, ©1999
Online access available from:
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Description 1 online resource (394 pages) : illustrations
Series Advertising
Contents Introduction / John Philip Jones -- Brands and Added Values / John Philip Jones -- Brand Ideas and Their Importance : "When Do You Tell the Agency What the Brand Means?" / Harold F. Clark, Jr. -- Brands and Their Symbols / Judie Lannon -- Gestalt : How Brands Are Influenced by Multiple Communications / John Philip Jones -- Brands and Advertising / Roderick White -- Brand Equity : Do We Really Need It? / Paul Feldwick -- Putting a Price on Brand Equity / David Haigh -- Parity : Consumer Perceptions That All Brands Are Alike / John Philip Jones -- Brand Management / John Philip Jones -- A Marketing Template for New Brands / John Philip Jones -- The Initial Growth Cycle of a New Brand / John Philip Jones -- New Brands : Success Rate and Criteria for Success / Jan S. Slater -- Exploring Brand Magic / Alexander L. Biel -- How Advertising Builds Brand Equity / Andy Farr -- 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 : Campbell's Soup / Carla V. Lloyd -- The Case for Collectible Brands / Jan S. Slater -- Political Advertising : How It Works and Who Benefits / Filip Palda, Kristian Palda -- Cable Television Stations as Brands / Mary Baumgartner Jones -- Green Brands and Green Marketing / Janet DiLorenzo and Richard E. Mathisen -- How Brands Should Be Presented to Elderly Consumers / Delight L. Omohundro -- Arts Organizations as Brands : The Role of Effective Direct-Response Communications / Harold F. Clark, Jr. (from a conversation with Charles Ziff) -- Education for Advertising in American Universities / Bruce G. Vanden Bergh -- Education for the Creative Process / Constantin G. Cotzias
Summary '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
This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts
Bibliography Includes bibliographical references and index
Notes Description based on print version record
Subject Advertising -- Brand name products.
Brand name products.
Advertising -- Brand name products.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Brand name products.
Produits de marque.
Publicité -- Produits de marque.
Form Electronic book
Author Jones, John Philip.
LC no. 99006165
ISBN 1452231397