What's In A Name Advertising And The Concept Of Brands

This is a completely updated version of one of the true classic books in the field of marketing and advertising-once described as "pure gold" by advertising guru David Ogilvy.

The book analyzes brands from the point of view of modern marketing theory, and deals, in detail, with the role of advertising in creating, building and maintaining strong brands-the lifeblood of any long-term marketing compaign. The work has ample empirical support and includes the latest research findings from both professional and academic fields. The authors also discuss the factors operating during a brand's conception, birth, growth and maturity, and dissect the patterns of repeat purchase of fast moving consumer goods.

This new edition also provides detailed coverage of the short-, medium- and long-term effects of advertising on sales of brands, and offers recommendations on how to develop and expose better advertising. Intended as a textbook for courses in marketing and advertising at the graduate level, the book will also benefit the entrepreneurs, brand managers in manufacturing companies and executives in advertising agencies.