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  • Produktbild: How to Use Advertising to Build Strong Brands
  • Produktbild: How to Use Advertising to Build Strong Brands

How to Use Advertising to Build Strong Brands

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

13.07.1999

Verlag

SAGE Publications, Inc

Seitenzahl

406

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

586 g

Sprache

Englisch

ISBN

978-0-7619-1243-9

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

13.07.1999

Verlag

SAGE Publications, Inc

Seitenzahl

406

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

586 g

Sprache

Englisch

ISBN

978-0-7619-1243-9

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  • Produktbild: How to Use Advertising to Build Strong Brands
  • Produktbild: How to Use Advertising to Build Strong Brands
  • Introduction - John Philip Jones
    PART ONE: BRANDS - ADDED VALUES AND BRAND EQUITY
    Brands and Added Values - John Philip Jones
    Brand Ideas and Their Importance - Harold F Clark Jr
    `When Do You Tell the Agency What the Brand Means?¿
    Brands and Their Symbols - Judie Lannon
    Gestalt - John Philip Jones
    How Brands Are Influenced by Multiple Communications
    Brands and Advertising - Roderick White
    Brand Equity - Paul Feldwick
    Do We Really Need It?
    Putting a Price on Brand Equity - David Haigh
    Parity - John Philip Jones
    Consumer Perceptions That All Brands Are Alike
    Brand Management - John Philip Jones
    PART TWO: NEW AND GROWING BRANDS
    A Marketing Template for New Brands - John Philip Jones
    The Initial Growth Cycle for a New Brand - John Philip Jones
    New Brands - Jan S Slater
    Success Rate and Criteria for Success
    Exploring Brand Magic - Alexander L Biel
    How Advertising Builds Brand Equity - Andy Farr
    PART THREE: 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 - Carla V Lloyd
    Campbell¿s Soup
    The Case for Collectible Brands - Jan S Slater
    PART FOUR: BRAND CONCEPTS IN UNEXPECTED FIELDS
    Political Advertising - Filip Palda and Kristian Palda
    How It Works and Who Benefits
    Cable Television Stations as Brands - Mary Baumgartner Jones
    Green Brands and Green Marketing - Janet DiLorenzo and Richard E Mathison
    How Brands Should Be Presented to Elderly Consumers - Delight L Omohundro
    Arts Organizations as Brands - Harold F Clark Jr (from a conversation with Charles Ziff)
    The Role of Effective Direct Response Communications
    PART FIVE: DEVELOPING AN UNDERSTANDING OF BRANDS
    Education for Advertising in American Universities - Bruce G Vanden Bergh
    Education for the Creative Process - Constantin G Cotzias