E-Book, Englisch, 408 Seiten, WEB PDF, Format (B × H): 152 mm x 229 mm
ISBN: 978-1-4522-6755-5
Verlag: SAGE Publications
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
Autoren/Hrsg.
Weitere Infos & Material
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