Table Of ContentBrands as Engines
for Profi t
Universal Guidelines
on How to Drive Growth
Brands as Engines
for Profi t
Universal Guidelines
on How to Drive Growth
Emeritus Professor
Syracuse University, New York
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To
my children, Henrietta and her husband Paolo and their
family; and Philip and his wife Mary and their family
Endorsements
Although this book was written for the Indian business community, I
profoundly hope that it’s widely read (and followed) in the so-called developed
world as well. 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
To paraphrase Francis Bacon, age appears to be best in four things: old wood
to burn, old wine to drink, old friends to trust, and JPJ to read. On one hand,
this book is vintage Jones: expertly written, reader-friendly, simultaneously
relevant and rigorous. On the other hand, it is supremely contemporary
and marketing du jour, for it tackles arguably the most important topic of
this decade – branding, using India as an illustrative context to draw widely
generalizable conclusions. Practitioners and scholars alike will revel in its
lucidity and sagacity. I know I did!
Professor Mike Ewing
Head, Department of Marketing
Monash University, Melbourne, Australia
Again, Professor John Philip Jones provides a most scholarly yet practical
approach to the development, advancement and management of brands. Of
great use to the student and working professional alike, Jones's most recent
work confi rms his position as the leading English language author on the
science of advertising.
Brenda C Garrand
CEO, Garrand, Portland, Maine
viii Endorsements
As the Asian economies lead the world out of the recent macro-economic
woes, John Philip Jones lays out a model for building brands to drive profi ts.
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. We live in a turbulent world with an uncertain
marketplace. While this dictates that some things will need to change, John’s
book serves as a good reminder that not everything needs to be reinvented.
There are many advertising fundamentals that hold true across geographies
and over time.
Deborah A. Henretta
Group President – Asia and Global Specialty Channel
Procter & Gamble
Listed by “Fortune” as one of the “World’s 50 Most Powerful Women”
The last two decades of India have seen the growth of branded products and
services. This has happened because of two factors. An aware and discerning
consumer, even in remotest hinterlands, has acknowledged that a brand stands
for identity, and wants to address every need of his or her life with a branded
offering. The liberalized economy has made it relatively easy to set up an
operation to conceive, create and convey a brand to the market. In Brands as
Engines for Profi t, John Philip Jones demonstrates how latent potential can
be converted into high performing brands. Like his other popular books, this
too is a practical guide, rich with empirical evidence from brands that have
stood the test of time and those that have captured consumer mind space in
the recent past. Jones literally handholds you from the very fi rst step of how
to fi nd 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 Profi t is a must read.
Ravi Kant
Vice-Chairman
Tata Motors Ltd.
In Brands as Engines for Profi t, 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. This adds up to an excellent text book
Endorsements ix
for the fast-growing sub-continent, combining local insights, valuable lessons
from mature Western markets, and practical work-plans.
Hamish Pringle
Ex-Director General
Institute of Practitioners in Advertising, London
and
co-author of Spending Advertising Money in the Digital Age
John Philip Jones has long been the authority on the relationship between
brands and advertising. His prolifi c writings are unparalleled in helping us
understand how advertising infl uences brand growth and profi t. In this book,
he broadens our understanding of how advertising and brands will expand in
the growth market of the Tiger economies. As is typical of Jones’s work, this
book is incredibly detailed, supported by excellent examples, and practical
with a theoretical underpinning. This is requisite reading for anyone who
is a student, teacher, or practitioner of advertising. Once again, John Philip
Jones has proven he is the consummate expert on advertising and brands –
domestically as well as internationally.
Jan Slater, PhD.
Interim Dean
College of Media
Professor of Advertising
University of Illinois
