Brand Equity and Advertising : Advertising's Role in Building Strong Brands

Cover; Brand Equity & Advertising; Title Page; Copyright Page; Table of Contents; Preface; 1 Brand Equity and Advertising: An Overview; Part I A Global View on Building Brands; 2 The Landor ImagePower Survey®: A Global Assessment of Brand Strength; 3 Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community; 4 Branding in Japan; Part II The Brand Personality and Brand Equity; 5 Converting Image Into Equity; 6 The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences; 7 Can Products and Brands Have Charisma? 8 Beyond Brand Personality: Building Brand Relationships9 The Value of the Brand: An Anthropological Perspective; Part III The Role of Advertising in Creating Brand Equity; 10 Advertising, Perceived Quality, and Brand Image; 11 Asking the Right Questions: What Do People Do with Advertising?; 12 Expansion Advertising and Brand Equity; 13 The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity; 14 Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships; Part IV Perspectives on Brand Equity 15 Decomposing a Brand's Consumer Franchise into Buyer Types16 Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches; 17 The Dual Structure of Brand Associations; Part V Perspectives on Brand Extensions; 18 Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions; 19 Brands as Categories; 20 Fit and Leverage in Brand Extensions; Part VI Case Studies and a Commentary; 21 The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas 22 Are Brand Equity Investments Really Worthwhile?23 Brand Equities, Elephants, and Birds: A Commentary; About the Contributors; Author Index; Subject Index