What's in a name? : advertising and the concept of brands / John Philip Jones and Jan S. Slater
Imprint
Armonk, New York : M.E. Sharpe, 2003
Edition
2nd ed
Descript
xxiii, 308 p. ; 23 cm
CONTENT
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