Brands: what they are and why they emerged -- Factors that shape a brand during its conception and birth -- Factors that shape a brand during its growth and maturity -- The mature brand and the consumer: the nature of repeat-buying theory -- Advertising research: a digression on recall -- How advertising influences sales -- How advertising builds brands -- Giving a brand legs: brands as collectible entities -- The contribution of advertising strategy to brand building -- From advertising strategy to advertising campaign -- How to develop and expose better advertising

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