What's in a Name?: Advertising and the Concept of Brands

Abstract

Foreword, Advertising and Brand Planning, Don Johnston and Harold F. Clark, Jr. 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 Phenomena 10. The Contribution of Advertising Strategy to Brand Building 11. From Advertising Strategy to Advertising Campaign 12. How to Develop and Expose Better Advertising

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