BN.com Gift Guide

What's in a Name? / Edition 2

Paperback (Print)
Buy New
Buy New from BN.com
$50.65
Used and New from Other Sellers
Used and New from Other Sellers
from $20.08
Usually ships in 1-2 business days
(Save 66%)
Other sellers (Paperback)
  • All (4) from $20.08   
  • New (1) from $51.07   
  • Used (3) from $20.08   

Overview

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising -- once described as "pure gold" by advertising guru David Ogilvy. 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 campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. This new edition of What's in a Name? besides including all-new research findings and examples, adds new coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and expose better advertising.
Read More Show Less

Product Details

  • ISBN-13: 9780765611123
  • Publisher: Taylor & Francis
  • Publication date: 12/31/2002
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 320
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Table of Contents

List of Tables and Figures
Foreword: Advertising and Brand Planning
1 Introduction 3
2 Brands: What They Are and Why They Emerged 19
3 Factors That Shape a Brand During Its Conception and Birth 45
4 Factors That Shape a Brand During Its Growth and Maturity 73
5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory 107
6 Advertising Research: A Digression on Recall 136
7 How Advertising Influences Sales 163
8 How Advertising Builds Brands 188
9 Giving a Brand Legs: Brands as Collectible Entities 214
10 The Contribution of Advertising Strategy to Brand Building 230
11 From Advertising Strategy to Advertising Campaign 257
12 How to Develop and Expose Better Advertising 270
Index 291
About the Authors 309
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)