You are here

How to Use Advertising to Build Strong Brands
Share

How to Use Advertising to Build Strong Brands

Edited by:

July 1999 | 408 pages | SAGE Publications, Inc
"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.

John Philip Jones
Introduction
 
PART ONE: BRANDS - ADDED VALUES AND BRAND EQUITY
John Philip Jones
Brands and Added Values
Harold F Clark Jr
Brand Ideas and Their Importance
`When Do You Tell the Agency What the Brand Means?'

 
Judie Lannon
Brands and Their Symbols
John Philip Jones
Gestalt
How Brands Are Influenced by Multiple Communications

 
Roderick White
Brands and Advertising
Paul Feldwick
Brand Equity
Do We Really Need It?

 
David Haigh
Putting a Price on Brand Equity
John Philip Jones
Parity
Consumer Perceptions That All Brands Are Alike

 
John Philip Jones
Brand Management
 
PART TWO: NEW AND GROWING BRANDS
John Philip Jones
A Marketing Template for New Brands
John Philip Jones
The Initial Growth Cycle for a New Brand
Jan S Slater
New Brands
Success Rate and Criteria for Success

 
Alexander L Biel
Exploring Brand Magic
Andy Farr
How Advertising Builds Brand Equity
 
PART THREE: MATURE BRANDS
John Philip Jones
Life Cycle Theory
Paul Feldwick
The Defensive Role of Advertising
Mark Stockdale
Are All Consumers Equal? Segmentation: The Statute of Limitations
John Dalla Costa
Relationship Marketing
Carla V Lloyd
A Picture of a Brand
Campbell's Soup

 
Jan S Slater
The Case for Collectible Brands
 
PART FOUR: BRAND CONCEPTS IN UNEXPECTED FIELDS
Filip Palda and Kristian Palda
Political Advertising
How It Works and Who Benefits

 
Mary Baumgartner Jones
Cable Television Stations as Brands
Janet DiLorenzo and Richard E Mathison
Green Brands and Green Marketing
Delight L Omohundro
How Brands Should Be Presented to Elderly Consumers
Harold F Clark Jr (from a conversation with Charles Ziff)
Arts Organizations as Brands
The Role of Effective Direct Response Communications

 
 
PART FIVE: DEVELOPING AN UNDERSTANDING OF BRANDS
Bruce G Vanden Bergh
Education for Advertising in American Universities
Constantin G Cotzias
Education for the Creative Process

Preview this book

For instructors

To inquire about the availability of this title for review (print and/or digital), please contact your local sales representative or call (800) 818-7243.

Select a Purchasing Option

ISBN: 9780761912439
$83.00

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.