How to use advertising to build strong brands:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks <<[u.a.]>>
Sage
1999
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 394 S. Ill., graph. Darst. |
| ISBN: | 0761912436 |
Internformat
MARC
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| 245 | 1 | 0 | |a How to use advertising to build strong brands |c ed. by John Philip Jones |
| 264 | 1 | |a Thousand Oaks <<[u.a.]>> |b Sage |c 1999 | |
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Datensatz im Suchindex
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|---|---|
| adam_text |
Contents
1. Introduction
John Philip Jones 1
Parti
Brands: Added Values and Brand Equity 15
2. Brands and Added Values
John Philip Jones 17
3. Brand Ideas and Their Importance:
"When Do You Tell the Agency What the Brand Means?"
Harold F. Clark, Jr. 25
4. Brands and Their Symbols
Judie Lannon 37
5. Gestalt: How Brands Are Influenced by
Multiple Communications
John Philip Jones 51
6. Brands and Advertising ]
Roderick White 55
7. Brand Equity: Do We Really Need It?
Paul Feldwick 69
8. Putting a Price on Brand Equity
David Haigh 97
9. Parity: Consumer Perceptions That All Brands Are Alike
John Philip Jones 111
10. Brand Management
John Philip Jones 115
PartH
New and Growing Brands 119
11. A Marketing Template for New Brands
John Philip Jones 121
12. The Initial Growth Cycle of a New Brand
John Philip Jones "1
13. New Brands: Success Rate and Criteria for Success
Jan S. Slater 147
14. Exploring Brand Magic
Alexander L. Biel 157
15. How Advertising Builds Brand Equity
Andy Farr 177
PartHI
Mature Brands 195
16. Life-Cycle Theory
John Philip Jones 197
17. The Defensive Role of Advertising
Paul Feldwick 201
18. Are All Consumers Equal? Segmentation:
The Statute of Limitations
Mark Stockdale 211
19. Relationship Marketing
John Dalla Costa 225
20. A Picture of a Brand: Campbell's Soup
Carla V. Lloyd 237
21. The Case for Collectible Brands
Jan S. Slater 251
Part IV
Brand Concepts in Unexpected Fields 267
22. Political Advertising: How It Works and Who Benefits
Filip Palda and Kristian Palda 271
23. Cable Television Stations as Brands
Mary Baumgartner Jones 287
24. Green Brands and Green Marketing
Janet DiLorenzo and Richard E. Mathisen 295
25. How Brands Should Be Presented to Elderly Consumers '
Delight L. Omohundro 307
26. Arts Organizations as Brands: The Role of Effective
Direct-Response Communications
Harold F. Clark, Jr. (from a conversation with Charles Ziff) 323
PartV
Developing an Understanding of Brands 335
27. Education for Advertising in American Universities
Bruce G. Vanden Bergh 339
28. Education for the Creative Process
Constantin G. Cotzias 353
Index 371
About the Contributors 387 |
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| spelling | How to use advertising to build strong brands ed. by John Philip Jones Thousand Oaks <<[u.a.]>> Sage 1999 394 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Markenartikel (DE-588)4037584-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Werbewirtschaft (DE-588)4189650-6 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Markenpolitik (DE-588)4144679-3 s DE-604 Markenartikel (DE-588)4037584-5 s Werbung (DE-588)4065541-6 s USA (DE-588)4078704-7 g Werbewirtschaft (DE-588)4189650-6 s Jones, John Philip edt HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017898695&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | How to use advertising to build strong brands |
| title_auth | How to use advertising to build strong brands |
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| title_full | How to use advertising to build strong brands ed. by John Philip Jones |
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| title_short | How to use advertising to build strong brands |
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