How to Use Advertising to Build Strong Brands /

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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Jones, John Philip
Formato: Documento de Gobierno Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks, California : Sage Publications, ©1999.
Colección:Advertising
Temas:
Advertising > Brand name products.
Brand name products.
Produits de marque > Publicité.
Produits de marque.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising > Brand name products
Brand name products
Merken.
Reclame.
Publicité > Produits de marque.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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