Book

Brand success : how the world's top 100 brands thrive and survive / Matt Haig.

Haig, Matt. (Author). Haig, Matt. Brand royalty. (Added Author).

Summary:

Brand success equals business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, the author applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication. The result is a comprehensive, entertaining and illuminating collection. From Adidas to Zippo, we are guided through a gallery of some of the world's best-known names and given a rare insight into the secret of their success. It includes comments from brand managers, psychologists, academics and other experts.

Record details

ISBN: 9780749462871 (pbk.)
ISBN: 0749462876
Physical Description: vii, 296 p. ; 22 cm.
Edition: 2nd ed.
Publisher: London ; Kogan Page, 2011.

Content descriptions

General Note:	Rev. ed. of: Brand royalty : how the world's top 100 brands thrive and survive. 2004.
Bibliography, etc. Note:	Includes bibliographical references (p. 290-291) and index.
Formatted Contents Note:	Innovation brands. Adidas : the performance brand ; Sony : the pioneer brand ; Hoover : the synonymous brand ; Xerox : the research brand ; American Express : the integrity brand ; L'Oréal : the individuality brand ; Mercedes-Benz : the prestige brand ; Nescafé : the instant brand ; Toyota : the big-picture brand -- Pioneer brands. Heinz : the trust brand ; Colgate : the total brand ; Ford : the volume brand ; Gillette : the shaving brand ; Wrigley : the new thinking brand -- Distraction brands. MTV : the youth brand ; Harry Potter : the story brand ; Disney : the nostalgic brand -- Streamlined brands. Cosmopolitan : the revolutionary brand ; Nokia : the streamlined brand ; Toys 'R' Us : the contraction brand ; Subway : the focus brand -- Muscle brands. IBM : the solution brand ; Wal-mart : the scale brand ; McDonald's : the service brand ; Nike : the sports brand ; Starbucks : the postmodern brand ; Microsoft : the dominance brand -- Distinction brands. Pepsi : the differentiation brand ; Hush Puppies : the casual brand ; Timex : the durability brand ; Evian : the purity brand ; Duracell : the longer-lasting brand ; Danone : the health brand ; Heineken : the export brand -- Status brands. Rolex : the superior brand ; Courvoisier : the mystery brand ; Louis Vuitton : the desirable brand ; Moët & Chandon : the vintage brand ; Burberry : the heritage brand ; BMW : the defining brand ; Gucci : the exclusive brand ; Tiffany & Co : the sparkling brand -- People brands. Oprah Winfrey : the saviour brand ; Jennifer Lopez : the superstar brand ; David Beckham : the icon brand -- Responsibility brands. Johnson & Johnson : the crisis management brand ; Ben & Jerry's : the caring brand ; Seeds of Change : the goodness brand ; Cafédirect : the fair-trade brand ; MAC : the cause brand ; Hewlett-Packard : the employee's brand -- Broad brands. Yamaha : the ignored brand ; Caterpillar : the rugged brand ; Virgin : the elastic brand -- Emotion brands. Apple : the cult brand ; Harley-Davidson : the masculine brand ; Zippo : the longevity brand ; Jack Daniel's : the personality brand ; Chrysler : the romance brand ; Guinness : the timeless brand -- Design brands. IKEA : the democratic brand ; Audi : the advancement brand ; Bang & Olufsen : the improvement brand ; Muji : the minimal brand ; Vespa : the beautiful brand ; Converse : the heritage brand ; Volkswagen : the longevity brand -- Consistent brands. Coca-Cola : the ultimate brand ; Nivea : the continuity brand ; Hard Rock Café : the memorabilia brand ; Clarins : the expertise brand ; Campbell's soup : the uniformity brand ; Budweiser : the targeted brand -- Advertiser brands. Kraft : the household brand ; Absolut Vodka : the advertising brand ; Benetton : the colour brand ; Calvin Klein : the sex brand ; The Gap : the easy brand ; Diesel : the ironic brand -- Distribution brands. Avon : the resilient brand ; Hertz : the credibility brand ; Domino's Pizza : the home-delivery brand ; Dell : the direct sales brand ; Amazon : the e-shopping brand -- Speed brands. Reuters : the objective brand ; FedEx : the 'first' brand ; Zara : the speed-to-market brand ; Google : the search brand ; CNN : the information brand ; Hotmail : the viral brand ; Facebook : the social media brand ; Cisco : the make everyone faster brand ; BlackBerry : the brand with the fastest growing value -- Evolution brands. Bacardi : the Caribbean brand ; HSBC : the acquisition brand ; Intel : the educating brand ; Samsung : the rising brand -- The BRIC brands. Bank of China (BOC) : the marathon brand ; Petrobras, Brazil : the political escapee brand ; Tata Nano, India : the People's brand -- The last word.