How to Use Advertising to Build Strong Brands

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

Introduction - John Philip Jones PART ONE: BRANDS - ADDED VALUES AND BRAND EQUITY Brands and Added Values - John Philip Jones Brand Ideas and Their Importance - Harold F Clark Jr `When Do You Tell the Agency What the Brand Means?' Brands and Their Symbols - Judie Lannon Gestalt - John Philip Jones How Brands Are Influenced by Multiple Communications Brands and Advertising - Roderick White Brand Equity - Paul Feldwick Do We Really Need It? Putting a Price on Brand Equity - David Haigh Parity - John Philip Jones Consumer Perceptions That All Brands Are Alike Brand Management - John Philip Jones PART TWO: NEW AND GROWING BRANDS A Marketing Template for New Brands - John Philip Jones The Initial Growth Cycle for a New Brand - John Philip Jones New Brands - Jan S Slater Success Rate and Criteria for Success Exploring Brand Magic - Alexander L Biel How Advertising Builds Brand Equity - Andy Farr PART THREE: MATURE BRANDS Life Cycle Theory - John Philip Jones The Defensive Role of Advertising - Paul Feldwick Are All Consumers Equal? Segmentation: The Statute of Limitations - Mark Stockdale Relationship Marketing - John Dalla Costa A Picture of a Brand - Carla V Lloyd Campbell's Soup The Case for Collectible Brands - Jan S Slater PART FOUR: BRAND CONCEPTS IN UNEXPECTED FIELDS Political Advertising - Filip Palda and Kristian Palda How It Works and Who Benefits Cable Television Stations as Brands - Mary Baumgartner Jones Green Brands and Green Marketing - Janet DiLorenzo and Richard E Mathison How Brands Should Be Presented to Elderly Consumers - Delight L Omohundro Arts Organizations as Brands - Harold F Clark Jr (from a conversation with Charles Ziff) The Role of Effective Direct Response Communications PART FIVE: DEVELOPING AN UNDERSTANDING OF BRANDS Education for Advertising in American Universities - Bruce G Vanden Bergh Education for the Creative Process - Constantin G Cotzias