1st Edition
What's in a Name? Advertising and the Concept of Brands
334 Pages
by
Routledge
334 Pages
by
Routledge
334 Pages
by
Routledge
Also available as eBook on:
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands 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... Read more
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
Biography
David M Jones, Jan S. Slater
