How to Use Advertising to Build Strong Brands /:
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.
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Regierungsdokument Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, California :
Sage Publications,
©1999.
|
| Schriftenreihe: | Advertising
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. 'John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.'--Andy Fenning, Executive Vice President, Director of Strategic Development, J. Walter Thompson, New York Advertising2 greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What2 in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and 'brand magic.' The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business. |
| Beschreibung: | 1 online resource (394 pages) : illustrations |
| Format: | 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. |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781452267555 1452267553 9781452231396 1452231397 |
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| 245 | 0 | 0 | |a How to Use Advertising to Build Strong Brands / |c edited by John Philip Jones. |
| 260 | |a Thousand Oaks, California : |b Sage Publications, |c ©1999. | ||
| 300 | |a 1 online resource (394 pages) : |b illustrations | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | 0 | |t Introduction / |r John Philip Jones -- |t Brands and Added Values / |r John Philip Jones -- |t Brand Ideas and Their Importance : "When Do You Tell the Agency What the Brand Means?" / |r Harold F. Clark, Jr. -- |t Brands and Their Symbols / |r Judie Lannon -- |t Gestalt : How Brands Are Influenced by Multiple Communications / |r John Philip Jones -- |t Brands and Advertising / |r Roderick White -- |t Brand Equity : Do We Really Need It? / |r Paul Feldwick -- |t Putting a Price on Brand Equity / |r David Haigh -- |t Parity : Consumer Perceptions That All Brands Are Alike / |r John Philip Jones -- |t Brand Management / |r John Philip Jones -- |t A Marketing Template for New Brands / |r John Philip Jones -- |t The Initial Growth Cycle of a New Brand / |r John Philip Jones -- |t New Brands : Success Rate and Criteria for Success / |r Jan S. Slater -- |t Exploring Brand Magic / |r Alexander L. Biel -- |t How Advertising Builds Brand Equity / |r Andy Farr -- |t Life-Cycle Theory / |r John Philip Jones -- |t The Defensive Role of Advertising / |r Paul Feldwick -- |t Are All Consumers Equal? Segmentation : The Statute of Limitations / |r Mark Stockdale -- |t Relationship Marketing / |r John Dalla Costa -- |t A Picture of a Brand : Campbell's Soup / |r Carla V. Lloyd -- |t The Case for Collectible Brands / |r Jan S. Slater -- |t Political Advertising : How It Works and Who Benefits / |r Filip Palda, Kristian Palda -- |t Cable Television Stations as Brands / |r Mary Baumgartner Jones -- |t Green Brands and Green Marketing / |r Janet DiLorenzo and Richard E. Mathisen -- |t How Brands Should Be Presented to Elderly Consumers / |r Delight L. Omohundro -- |t Arts Organizations as Brands : The Role of Effective Direct-Response Communications / |r Harold F. Clark, Jr. (from a conversation with Charles Ziff) -- |t Education for Advertising in American Universities / |r Bruce G. Vanden Bergh -- |t Education for the Creative Process / |r Constantin G. Cotzias. |
| 520 | |a 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. | ||
| 520 | |a 'John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.'--Andy Fenning, Executive Vice President, Director of Strategic Development, J. Walter Thompson, New York Advertising2 greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What2 in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and 'brand magic.' The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business. | ||
| 588 | 0 | |a Print version record. | |
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [Place of publication not identified] : |c HathiTrust Digital Library, |d 2011. |5 MiAaHDL | ||
| 538 | |a 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. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2011 |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
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| author2 | Jones, John Philip |
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| author_additional | John Philip Jones -- Harold F. Clark, Jr. -- Judie Lannon -- Roderick White -- Paul Feldwick -- David Haigh -- Jan S. Slater -- Alexander L. Biel -- Andy Farr -- Mark Stockdale -- John Dalla Costa -- Carla V. Lloyd -- Filip Palda, Kristian Palda -- Mary Baumgartner Jones -- Janet DiLorenzo and Richard E. Mathisen -- Delight L. Omohundro -- Harold F. Clark, Jr. (from a conversation with Charles Ziff) -- Bruce G. Vanden Bergh -- Constantin G. Cotzias. |
| author_facet | Jones, John Philip |
| author_sort | Jones, John Philip |
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| collection | ZDB-4-EBU |
| contents | Introduction / Brands and Added Values / Brand Ideas and Their Importance : "When Do You Tell the Agency What the Brand Means?" / Brands and Their Symbols / Gestalt : How Brands Are Influenced by Multiple Communications / Brands and Advertising / Brand Equity : Do We Really Need It? / Putting a Price on Brand Equity / Parity : Consumer Perceptions That All Brands Are Alike / Brand Management / A Marketing Template for New Brands / The Initial Growth Cycle of a New Brand / New Brands : Success Rate and Criteria for Success / Exploring Brand Magic / How Advertising Builds Brand Equity / Life-Cycle Theory / The Defensive Role of Advertising / Are All Consumers Equal? Segmentation : The Statute of Limitations / Relationship Marketing / A Picture of a Brand : Campbell's Soup / The Case for Collectible Brands / Political Advertising : How It Works and Who Benefits / Cable Television Stations as Brands / Green Brands and Green Marketing / How Brands Should Be Presented to Elderly Consumers / Arts Organizations as Brands : The Role of Effective Direct-Response Communications / Education for Advertising in American Universities / Education for the Creative Process / |
| ctrlnum | (OCoLC)826657987 |
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| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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Slater --</subfield><subfield code="t">Exploring Brand Magic /</subfield><subfield code="r">Alexander L. Biel --</subfield><subfield code="t">How Advertising Builds Brand Equity /</subfield><subfield code="r">Andy Farr --</subfield><subfield code="t">Life-Cycle Theory /</subfield><subfield code="r">John Philip Jones --</subfield><subfield code="t">The Defensive Role of Advertising /</subfield><subfield code="r">Paul Feldwick --</subfield><subfield code="t">Are All Consumers Equal? Segmentation : The Statute of Limitations /</subfield><subfield code="r">Mark Stockdale --</subfield><subfield code="t">Relationship Marketing /</subfield><subfield code="r">John Dalla Costa --</subfield><subfield code="t">A Picture of a Brand : Campbell's Soup /</subfield><subfield code="r">Carla V. Lloyd --</subfield><subfield code="t">The Case for Collectible Brands /</subfield><subfield code="r">Jan S. 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Vanden Bergh --</subfield><subfield code="t">Education for the Creative Process /</subfield><subfield code="r">Constantin G. Cotzias.</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">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.</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">'John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.'--Andy Fenning, Executive Vice President, Director of Strategic Development, J. Walter Thompson, New York Advertising2 greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What2 in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and 'brand magic.' The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. 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| id | ZDB-4-EBU-ocn826657987 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:08Z |
| institution | BVB |
| isbn | 9781452267555 1452267553 9781452231396 1452231397 |
| language | English |
| oclc_num | 826657987 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (394 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Sage Publications, |
| record_format | marc |
| series2 | Advertising |
| spelling | How to Use Advertising to Build Strong Brands / edited by John Philip Jones. Thousand Oaks, California : Sage Publications, ©1999. 1 online resource (394 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier text file rdaft Advertising Includes bibliographical references and index. Introduction / John Philip Jones -- 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 -- 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 -- 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 -- Political Advertising : How It Works and Who Benefits / Filip Palda, Kristian Palda -- Cable Television Stations as Brands / Mary Baumgartner Jones -- Green Brands and Green Marketing / Janet DiLorenzo and Richard E. Mathisen -- How Brands Should Be Presented to Elderly Consumers / Delight L. Omohundro -- Arts Organizations as Brands : The Role of Effective Direct-Response Communications / Harold F. Clark, Jr. (from a conversation with Charles Ziff) -- Education for Advertising in American Universities / Bruce G. Vanden Bergh -- Education for the Creative Process / Constantin G. Cotzias. 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. 'John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.'--Andy Fenning, Executive Vice President, Director of Strategic Development, J. Walter Thompson, New York Advertising2 greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What2 in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and 'brand magic.' The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business. Print version record. Use copy Restrictions unspecified star MiAaHDL Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2011. MiAaHDL 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. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL Advertising Brand name products. http://id.loc.gov/authorities/subjects/sh85001101 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque Publicité. Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Brand name products fast Brand name products fast Merken. gtt Reclame. gtt Publicité Produits de marque. ram Produits de marque. ram Jones, John Philip. has work: How to Use Advertising to Build Strong Brands (Text) https://id.oclc.org/worldcat/entity/E39PCFVFTmgf3HHWyVddtjgpCP https://id.oclc.org/worldcat/ontology/hasWork Print version: How to use advertising to build strong brands. Thousand Oaks, Calif. : Sage Publications, ©1999 0761912428 (DLC) 99006165 (OCoLC)40830045 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474101 Volltext |
| spellingShingle | How to Use Advertising to Build Strong Brands / Introduction / Brands and Added Values / Brand Ideas and Their Importance : "When Do You Tell the Agency What the Brand Means?" / Brands and Their Symbols / Gestalt : How Brands Are Influenced by Multiple Communications / Brands and Advertising / Brand Equity : Do We Really Need It? / Putting a Price on Brand Equity / Parity : Consumer Perceptions That All Brands Are Alike / Brand Management / A Marketing Template for New Brands / The Initial Growth Cycle of a New Brand / New Brands : Success Rate and Criteria for Success / Exploring Brand Magic / How Advertising Builds Brand Equity / Life-Cycle Theory / The Defensive Role of Advertising / Are All Consumers Equal? Segmentation : The Statute of Limitations / Relationship Marketing / A Picture of a Brand : Campbell's Soup / The Case for Collectible Brands / Political Advertising : How It Works and Who Benefits / Cable Television Stations as Brands / Green Brands and Green Marketing / How Brands Should Be Presented to Elderly Consumers / Arts Organizations as Brands : The Role of Effective Direct-Response Communications / Education for Advertising in American Universities / Education for the Creative Process / Advertising Brand name products. http://id.loc.gov/authorities/subjects/sh85001101 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque Publicité. Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Brand name products fast Brand name products fast Merken. gtt Reclame. gtt Publicité Produits de marque. ram Produits de marque. ram |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001101 http://id.loc.gov/authorities/subjects/sh85016403 |
| title | How to Use Advertising to Build Strong Brands / |
| title_alt | Introduction / Brands and Added Values / Brand Ideas and Their Importance : "When Do You Tell the Agency What the Brand Means?" / Brands and Their Symbols / Gestalt : How Brands Are Influenced by Multiple Communications / Brands and Advertising / Brand Equity : Do We Really Need It? / Putting a Price on Brand Equity / Parity : Consumer Perceptions That All Brands Are Alike / Brand Management / A Marketing Template for New Brands / The Initial Growth Cycle of a New Brand / New Brands : Success Rate and Criteria for Success / Exploring Brand Magic / How Advertising Builds Brand Equity / Life-Cycle Theory / The Defensive Role of Advertising / Are All Consumers Equal? Segmentation : The Statute of Limitations / Relationship Marketing / A Picture of a Brand : Campbell's Soup / The Case for Collectible Brands / Political Advertising : How It Works and Who Benefits / Cable Television Stations as Brands / Green Brands and Green Marketing / How Brands Should Be Presented to Elderly Consumers / Arts Organizations as Brands : The Role of Effective Direct-Response Communications / Education for Advertising in American Universities / Education for the Creative Process / |
| title_auth | How to Use Advertising to Build Strong Brands / |
| title_exact_search | How to Use Advertising to Build Strong Brands / |
| title_full | How to Use Advertising to Build Strong Brands / edited by John Philip Jones. |
| title_fullStr | How to Use Advertising to Build Strong Brands / edited by John Philip Jones. |
| title_full_unstemmed | How to Use Advertising to Build Strong Brands / edited by John Philip Jones. |
| title_short | How to Use Advertising to Build Strong Brands / |
| title_sort | how to use advertising to build strong brands |
| topic | Advertising Brand name products. http://id.loc.gov/authorities/subjects/sh85001101 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque Publicité. Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Brand name products fast Brand name products fast Merken. gtt Reclame. gtt Publicité Produits de marque. ram Produits de marque. ram |
| topic_facet | Advertising Brand name products. Brand name products. Produits de marque Publicité. Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. Advertising Brand name products Brand name products Merken. Reclame. Publicité Produits de marque. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474101 |
| work_keys_str_mv | AT jonesjohnphilip howtouseadvertisingtobuildstrongbrands |