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How to Use Advertising to Build Strong Brands
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How to Use Advertising to Build Strong Brands

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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
`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

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ISBN: 9780761912439
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