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Record Nr. |
UNINA9910819498303321 |
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Autore |
Jones John Philip |
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Titolo |
What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater |
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Pubbl/distr/stampa |
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London ; ; New York : , : Routledge, , 2015 |
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ISBN |
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1-317-45214-3 |
1-315-69820-X |
1-317-45215-1 |
1-280-91218-9 |
9786610912186 |
0-7656-2170-3 |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (334 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising |
Brand name products |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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First published 2003 by M.E. Sharpe. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 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 Entities; 10 The Contribution of Advertising Strategy to Brand Building |
11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index |
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Sommario/riassunto |
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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. |
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