ISBN 9780074632017,Whats In A Brand? : Building Brand Equity Through Advertising

Whats In A Brand? : Building Brand Equity Through Advertising



Tata Mcgraw Hill Education Private Limited

Publication Year 1998

ISBN 9780074632017

ISBN-10 0074632019


Number of Pages 335 Pages
Language (English)


What 's in a Brand? traces the characteristics of the Indian market place, and weaves in the lessons learnt form his experiences of the American and European markets. It shatters many myths but also reinforces certain paradigms. A must read for all those who know that the right combination of consumer information and creativity definitely leads to creating very special brands. TABLE OF CONTENTS Chapter 1. Introduction Chapter 2. Brands: What They Are and Why They Emerged Chapter 3. Factors That Shape a Brand during Its Conception and Birth Chapter 4. Factors That Shape a Brand during Its growth and Maturity Chapter 5. Mature Brand and the Consumer: Nature of the Repeat-Buying Theory Chapter 6. Advertising Research: A Digression on Recall Chapter 7. Advertising Campaigns: Strategy and the Leap Chapter 8. Advertising Pressure: "A Diminshing Rate of Yield" Chapter 9. Advertising Pressure: What Two Little Ads Can Do Chapter 10. How Does Advertising Work? Chapter 11. How to develop and Expose Better Advertising Chapter 12. Asia: The Consumer Markets of Tomorrow