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Reviews: "Well researched, pithy and insightful... an essential ˜who`s who` for anyone seeking to do business with the best managed brands, or anyone who wants to compete with them."
-Terry Hunt, Chairman, EHS Brann
"Valuable as a way to get a wide-ranging understanding the why and what of the best of the best."
-Brandchannel.com
"Ideal for executives or PR pros who wish to learn about successful brands through practical examples."
-PR Week
Description: What makes a brand great? To find out the answer, author Matt Haig profiles 100 of the world`s best-known companies, uncovering the winning formulas of global brands from Adidas to Zippo.
Focusing on their financial triumphs, longevity, technological advancements and workplace revolutions, Brand Success brings branding genius together with strong business sense to build an entertaining and illuminating collection.
Comments from brand managers, psychologists, academics and other experts make Brand Success an essential resource for students and professionals alike, while Matt Haig`s accessible and enlightening style will appeal to anyone looking to find out how the world`s best brands have made it to the top... and stayed there.
Contents: Introduction ¢ Innovation brands ¢ Adidas: the performance brand ¢ Sony: the pioneer brand ¢ Hoover: the synonymous brand ¢ Xerox: the research brand ¢ American Express: the integrity brand ¢ L:Oreal: the individuality brand ¢ Mercedes-Benz: the prestige brand ¢ Nescafe: 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 ¢ Moet & 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 manage ¢ Ben & Jerry`s: the caring brand ¢ Seeds of Change: the goodness brand ¢ Cafedirect: the fair-trade brand ¢ MAC: the cause brand ¢ Hewlett-Packard: the employees` 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 Cafe: 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 ¢ References ¢ Index
About the Author: Matt Haig is an acclaimed writer and journalist. A popular speaker and writer, he is also the author of the best-selling Brand Failures (also published by Kogan Page).
Target Audience: Product Managers, professionals in ad agencies, PR agencies, students of marketing
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749462871
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Pages : 304
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