What's in a Name?

by David M. Jones, Jan S. Slater

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

334 pages, Hardcover

First published January 1, 1986

About the author

Dr. David M. Jones studied Anthropology and History at the University of California, Berkeley. He obtained a PhD in the Archeology of the Americas at the Institution of Archeology, University of London. He has written many books and articles on Mesoamerican and South American art and archeology.