What's in a Name: Advertising and the Concept of Brands

Contents......Page 9
Tables......Page 13
Figures......Page 14
Foreword: Advertising and Brand Planning......Page 17
1 Introduction......Page 27
Notes......Page 41
2 Brands: What They Are and Why They Emerged......Page 43
A Shopping Trip and Some Conclusions Therefrom......Page 44
The Economist’s View of Oligopoly—and a Different Hypothesis......Page 47
Oligopolistic Competition in the Real World......Page 52
The Emergence of Brands......Page 55
Oligopoly, Price, and the Consumer......Page 61
The Argument in Brief......Page 64
Notes......Page 65
3 Factors That Shape a Brand During Its Conception and Birth......Page 69
The Importance of Innovation and the Belief in Decline......Page 74
Five Influences on a New Brand......Page 78
The Importance of Market Testing......Page 89
The Argument in Brief......Page 93
Notes......Page 94
4 Factors That Shape a Brand During Its Growth and Maturity......Page 97
Initial Growth......Page 98
Five Influences on a Growing Brand......Page 103
Beyond the Primary Growth Cycle......Page 125
The Argument in Brief......Page 127
Notes......Page 128
5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory......Page 131
Consumer Sales Defined in Consumer Terms......Page 136
Predictive Models in Action......Page 139
Four Myths......Page 148
How Brands Grow......Page 152
How Advertising Strategy Should Be Influenced by Repeat-Buying Theory......Page 153
The Argument in Brief......Page 157
Notes......Page 158
6 Advertising Research: A Digression on Recall......Page 160
Reading-and-Noting: Its Fall from Grace......Page 164
The Twentieth-Century Philosophers’ Stone......Page 167
“Learn-Feel-Do” and “Learn-Do-Feel”......Page 169
The Limited Circumstances When Recall Testing Can Be Useful......Page 174
Pretesting Based on Simulating Consumer Behavior......Page 178
Tracking Studies......Page 180
The Argument in Brief—and a Footnote on Aggregated Data......Page 181
Notes......Page 184
7 How Advertising Influences Sales......Page 187
Advertising’s Short-Term Effect and How It Is Measured......Page 189
Medium-Term Effect as a Repetition of Short-Term Effects......Page 194
Continuity in the Marketplace......Page 205
The Argument in Brief......Page 209
Note......Page 211
8 How Advertising Builds Brands......Page 212
Six Measures of the Long-Term Effects of Advertising......Page 213
Penetration and Purchase Frequency......Page 215
Price and Price Elasticity......Page 223
Advertising Elasticity......Page 226
Advertising Intensiveness......Page 231
Accountability......Page 234
The Argument in Brief......Page 235
Note......Page 237
9 Giving a Brand Legs: Brands as Collectible Entities......Page 238
The Case for Collectible Brands......Page 239
Collecting Coca-Cola: It’s the Real Thing......Page 241
Hallmark Collecting: When You Care Enough......Page 243
The Loyal Relationship with Collectible Brands......Page 244
Building Brand Loyalty......Page 246
Linking the Collectible to the Company......Page 247
Notes......Page 252
10 The Contribution of Advertising Strategy to Brand Building......Page 254
Putting Advertising in Perspective......Page 255
What Advertising Cannot Do......Page 256
What Advertising Can Do......Page 258
The Development of a Strategy......Page 262
Formulating the Strategy......Page 263
The Brand Audit......Page 264
The Strategy Itself......Page 266
Target Group......Page 268
Proposition......Page 272
Role of the Advertising......Page 274
Can an Old Brand Be Reintroduced with a New Strategy?......Page 277
The Argument in Brief......Page 278
Notes......Page 279
11 From Advertising Strategy to Advertising Campaign......Page 281
The Campaign......Page 282
The Contribution of the Media......Page 287
Notes......Page 293
12 How to Develop and Expose Better Advertising......Page 294
First Recommendation: The Case for More Market Experiments......Page 295
Second Recommendation: How to Close Some of the Gaps in Our Knowledge......Page 306
The Argument in Brief......Page 311
Notes......Page 312
Index......Page 315