Too many marketing people have forgotten - if they ever knew - some of the rock solid, evidence-based, fundamental truths about the nature and value of brands. With a rare clarity of both thought and expression, John Philip Jones not only reminds us of them but also gives them new force. ---Jeremy Bullmore, former Chairman, J. Walter Thompson, London
This book is vintage Jones: expertly written, reader-friendly, simultaneously relevant and rigorous. ---Professor Mike Ewing, Head, Department of Marketing, Monash University, Melbourne, Australia
Jones's most recent work confirms his position as the leading English language author on the science of advertising. ---Brenda C. Garrand, CEO, Garrand, Portland, Maine
John Philip Jones lays out a model for building brands to drive profits. John shows how this brand building approach, which has proven to build business in western economies, can be successfully adapted for emerging economies like India. ---Deborah A. Henretta, Procter & Gamble Group President - Asia, and Global Specialty Channel; listed by "Fortune" as one of the "World's 50 Most Powerful Women"
Jones literally handholds you from the very first step of how to find a market, to creating a brand, launching it and sustaining it. If you are involved in the custody of a brand or training to manage brands, Brands as Engines for Profit is a must read. ---Ravi Kant, Vice-Chairman, Tata Motors Ltd
In Brands as Engines for Profit, Professor John Philip Jones has distilled a career's worth of knowledge, added a spritzer of Q&A, and garnished with articles relating to the Indian market. ---Hamish Pringle, ex-Director General of the Institute of Practitioners in Advertising, London
Once again, John Philip Jones has proven he is the consummate expert on advertising and brands - domestically as well as internationally. ---Dr. Jan Slater, Interim Dean and Professor of Advertising, College of Media, University of Illinois
Endorsements
List of Tables and Figures
Acknowledgements
Preface
Chapter 1 : First Thoughts on How Advertising Drives Brands
Chapter 2 : New Brands : How to Launch them and Establish them in the Market
Chapter 3 : A Brand as a Totality
Chapter 4 : The Growth and Enrichment of Brands
Chapter 5 : Where do Advertising Ideas Come From?
Chapter 6 : Brand Management
Chapter 7 : Measurement Tools to Plan and Monitor Brands
Chapter 8 : A Dialogue with Indian Marketing and Advertising Practitioners
Chapter 9 : Six Articles on Topical Aspects of Marketing in India
Appendix A : The Economic Effects of Advertising
Appendix B : A Glossary of Important Advertising Terms
Index
