How to use advertising to build strong brands
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| Format: | Elektronisch E-Book |
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| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif.
Sage Publications
c1999
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| Online-Zugang: | Volltext |
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| Beschreibung: | Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002 Includes bibliographical references and index 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 Introduction - John Philip Jones -- - Brands: Added Values and Brand Equity -- - 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 -- - New and Growing Brands -- - 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 -- - Mature Brands -- - 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 -- - Brand Concepts in Unexpected Fields -- - Political Advertising: How It Works and Who Benefits - Filip Palda, Kristian Palda -- - Cable Television Stations as Brands - Mary Baumgartner Jones |
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| Beschreibung: | 1 Online-Ressource (394 p.) |
| ISBN: | 9781452267555 1452267553 0761912428 9780761912422 0761912436 9780761912439 076191238X 9780761912385 0761912398 9780761912392 9781452231396 1452231397 |