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| veröffentlicht: | Thousand Oaks : SAGE Publications, Incorporated, 1999. ©1999. |
| Medientyp: | Buch, E-Book |
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| Umfang: | 1 online resource (409 pages) |
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| ISBN: |
9781452267555
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| Ausgabe: | 1st ed. |
| Sprache: | Englisch |
| Schlagwörter: | |
| Print version:: | Jones, John Philip, How to Use Advertising to Build Strong Brands, Thousand Oaks : SAGE Publications, Incorporated,c1999 |
| Kollektion: | E-Books adlr |
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. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.′ The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts. |
| Cover Contents Chapter 1 - Introduction Part I - Brands: Added Values and Brand Equity Chapter 2 - Brands and Added Values Chapter 3 - Brand Ideas and Their Importance: "When Do You Tell the Agency What the Brand Means? Chapter 4 - Brands and Their Symbols Chapter 5 - Gestalt: How Brands Are Influenced by Multiple Communications Chapter 6 - Brands and Advertising Chapter 7 - Brand Equity: Do We Really Need It? Chapter 8 - Putting a Price on Brand Equity Chapter 9 - Parity: Consumer Perceptions That All Brands Are Alike Chapter 10 - Brand Management Part II - New and Growing Brands Chapter 11 - A Marketing Template for New Brands Chapter 12 - The Initial Growth Cycle of a New Brand Chapter 13 - New Brands: Success Rate and Criteria for Success Chapter 14 - Exploring Brand Magic Chapter 15 - How Advertising Builds Brand Equity Part III - Mature Brands Chapter 16 - Life-Cycle Theory Chapter 17 - The Defensive Role of Advertising Chapter 18 - Are All Consumers Equal? Segmentation: The Statute of Limitations Chapter 19 - Relationship Marketing Chapter 20 - A Picture of a Brand: Campbell's Soup Chapter 21 - The Case for Collectible Brands Part IV - Brand Concepts in Unexpected Fields Chapter 22 - Political Advertising: How It Works and Who Benefits Chapter 23 - Cable Television Stations as Brands Chapter 24 - Green Brands and Green Marketing Chapter 25 - How Brands Should Be Presented to Elderly Consumers Chapter 26 - Arts Organizations as Brands: The Role of Effective Direct-Response Communications Part V - Developing an Understanding of Brands Chapter 27 - Education for Advertising in American Universities Chapter 28 - Education for the Creative Process Index About the Contributors. |