How to Use Advertising to Build Strong Brands

by John Philip Jones (Editor)

Overview

Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and‘brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.

Product Details

ISBN-13:	9780761912439
Publisher:	SAGE Publications
Publication date:	07/13/1999
Series:	Advertising Series
Pages:	408
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.

Table of Contents

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 Di Lorenzo 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

Editorial Reviews

Examines all aspects of brand management, brand equity, and new and mature brands, and extends the brand concept into unexpected new areas, including political marketing, green marketing, and the arts. Specific subjects include how brands are influenced by multiple communications, consumer perceptions that all brands are alike, the growth cycle of a new brand, and the defensive role of advertising. Other subjects are cable television stations as brands, and how brands should be presented to the elderly. This is the third in a set of titles by the author on advertising theory and practice. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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