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How to Use Advertising to Build Strong Brands
Edited by:
- John Philip Jones - Syracuse University, USA
August 1999 | 408 pages | SAGE Publications, Inc
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.
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
Judie Lannon
Brands and Their Symbols
John Philip Jones
Gestalt
Roderick White
Brands and Advertising
Paul Feldwick
Brand Equity
David Haigh
Putting a Price on Brand Equity
John Philip Jones
Parity
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
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
Jan S Slater
The Case for Collectible Brands
PART FOUR: BRAND CONCEPTS IN UNEXPECTED FIELDS
Filip Palda and Kristian Palda
Political Advertising
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
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
