How to Use Advertising to Build Strong Brands

How to Use Advertising to Build Strong Brands

  • Summary
  • Contents
  • Subject index

“John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.”𢀔Andy Fenning, Executive Vice President, Director of Strategic Development. J. Walter Thompson, New York Advertising’s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What’s in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic ...

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