What's in a Name?: Advertising and the Concept of Brands / Edition 1

by David M Jones, Jan S. Slater

Overview

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

Product Details

ISBN-13:	9780765609731
Publisher:	Taylor & Francis
Publication date:	12/31/2002
Edition description:	2ND
Pages:	334
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

David M Jones, Jan S. Slater

Table of Contents

Foreword, Advertising and Brand Planning, Don Johnston and Harold F. Clark, Jr. 1. Introduction 2. Brands: What They Are and Why They Emerged 3. Factors That Shape a Brand During Its Conception and Birth 4. Factors That Shape a Brand During Its Growth and Maturity 5. The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory 6. Advertising Research: A Digression on Recall 7. How Advertising Influences Sales 8. How Advertising Builds Brands 9. Giving a Brand Legs - Brands as Collectible Phenomena 10. The Contribution of Advertising Strategy to Brand Building 11. From Advertising Strategy to Advertising Campaign 12. How to Develop and Expose Better Advertising