How to Use Advertising to Build Strong Brands

John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest. --Andy Fenning, Executive Vice President, Director of Strategic Development,J. Walter Thompson, New York Advertising′s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and "brand magic." The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business.

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.