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What’s in the Brand? Building Brand Equity Through Advertising
by John. Philip Jones
Description:
When, where and how are successful brands created? What do the best advertisement campaigns have in common? How are opportunities for entering and expanding markets identified? In 1986, when the first edition of the book Whats in a Name? was published, David Ogilvy wrote: After a distinguished career at J Walter Thompson, Prof. John Philip Jones became the best professor of marketing in the United States and my guru. The book is pure gold. Since the, this book has become a must read for advertising and marketing professionals. Whats in a Brand? Building Brand Equity Through Advertising is a takeoff on the previous edition. With fresh insights from the author, it has been value-enriched and comes in a newer form. Interesting anecdotes from the world of brands belonging to categories such as toiletries, foods, OTC drugs and household items have been imaginatively interwoven to elaborate and share with the reader several concerns and insights. For instance: Wrong assumptions about how advertising work lead to poor decisions, resulting in wasteful advertisement expenditure. Advertising actually reinforces brand loyalty and should be targeted at the existing users of a particular brand. Market research is an aid to judgment and not a substitute for it. Advertising thrust and the strategies should change through the growth cycle of a brand. Therefore these changes should be taken into account when planning advertising strategies and budgets. Whats 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
About The Author
JOHN PHILIP JONES is an American advertising professor, born
in Britain and educated in Economics (Honors BA and MA from
Cambridge University).
He spent 25 years in European operations at the prominent
advertising agency J. Walter Thompson. During this period – he
was for eight years responsible for the international advertising of
one of the worlds most important global brands, Unilevers Lux
Toilet Soap. During his professional career, much of his work was
focused on the evaluation of advertising effects, and he has
continued this activity since he entered academia. He has spent
27 years at the Newhouse School of Public Communications,
Syracuse University; he was also an adjunct professor at the
Royal Melbourne Institute of Technology, Australia; and is a
visiting professor at the Copenhagen Business School, Denmark.
He is the author of eight books and more than seventy articles in
major journals, both professional and general. In addition, he
was editor and part-author of a series of five major handbooks covering all aspects of professional
advertising practice; these were published in 1998-2000. They comprise more than 2,000 pages: the
largest individual body of work ever published on advertising.
His books are as follows:
How to Turn Advertising Expenses Into Investments.
Behind Powerful Brands: From Strategy to Campaign
Whats In a Brand? Building Brand Equity Through Advertising
The Ultimate Secrets of Advertising.
Whats In a Name? Advertising and the Concept of Brands
Does It Pay to Advertise? Cases Illustrating Successful Brand Advertising.
How Much is Enough? Getting the Most from Your Advertising Dollar.
When Ads Work. Proof that Advertising Triggers Sales.
Fashions, Fables and Facts About Advertising
Getting It Right the First Time. Can We Eliminate Ineffective Advertising Before It Is Run?
Keyness Vision: Why the Great Depression Did Not Return.
His books have been translated into ten languages. He is employed as a consultant by numerous firstrank
national and international organizations, mainly advertisers and advertising agencies; travels all
over the world in connection with this work. He is also widely known in the academic community
worldwide. He is a specialist in the measurement and evaluation of advertising effects and originator of
two widely-used concepts to measure them. He has conducted seminars and made speeches in all the
countries in Western Europe and most of the countries in Eastern Europe. He has spoken in Latin
America. He has delivered keynotes and conducted seminars in India on several occasions; and in the
countries of the Pacific Rim, he has carried out similar work in Australia, Japan, South Korea, Hong
Kong, Malaysia, Singapore, Indonesia, Sri Lanka and the Philippines.
He has been the recipient of a number of national awards, from the American Advertising Federation
(AAF) and other bodies. AAF Distinguished Advertising Professor in 1991. In 2001 he received the
Syracuse University Chancellors Citation for Exceptional Academic Achievement. In 2003 he was
nominated, by the distinguished publication American Demographics, as one of the 25 most influential
people on the demographic landscape over the past two-and-a-half decades.
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