Brand Equity Advertising: Advertising's Role in Building Strong Brands [Paperback]

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.
Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in l³î