Brand Equity & Advertising

Advertising's Role in Building Strong Brands

By: Alexander L. Biel, Alexander Biel (Editor), David A. Aaker

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Paperback | 1 April 1993 | Edition Number 1

At a Glance

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392 Pages

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22.9 x 15.2 x 2.6

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The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

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Non-Fiction Business & Management Sales & Marketing Sales & Marketing Advertising Market Research Psychology Social Psychology Medicine Other Branches of Medicine Clinical Psychology Psychotherapy

Preface
Brand Equity and Advertising: An Overview	p. 1
A Global View on Building Brands
The Landor ImagePower Survey: A Global Assessment of Brand Strength	p. 11
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community	p. 31
Branding in Japan	p. 51
The Brand Personality and Brand Equity
Converting Image Into Equity	p. 67
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences	p. 83
Can Products and Brands Have Charisma?	p. 97
Beyond Brand Personality: Building Brand Relationships	p. 113
The Value of the Brand: An Anthropological Perspective	p. 125
The Role of Advertising in Creating Brand Equity
Advertising, Perceived Quality, and Brand Image	p. 143
Asking the Right Questions: What Do People Do with Advertising?	p. 163
Expansion Advertising and Brand Equity	p. 177
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity	p. 195
Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships	p. 213
Perspectives on Brand Equity
Decomposing a Brand's Consumer Franchise into Buyer Types	p. 235
Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches	p. 247
The Dual Structure of Brand Associations	p. 263
Perspectives on Brand Extensions
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions	p. 281
Brands as Categories	p. 299
Fit and Leverage in Brand Extensions	p. 313
Case Studies and a Commentary
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas	p. 321
Are Brand Equity Investments Really Worthwhile?	p. 333
Brand Equities, Elephants, and Birds: A Commentary	p. 343
About the Contributors	p. 357
Author Index	p. 365
Subject Index	p. 371
Table of Contents provided by Blackwell. All Rights Reserved.

Brand Equity & Advertising

Advertising's Role in Building Strong Brands

At a Glance

Paperback

Shipping

How to return your order

Defective items

You Can Find This Book In

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