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What's in a name? : advertising and the concept of brands /
This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Armonk, N.Y. :
M.E. Sharpe,
©2003.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building.