Brand Royalty: How the World's Top 100 Brands Thrive and Survive

Author:   Matt Haig
Publisher:   Kogan Page Ltd
Edition:   New edition
ISBN:  

9780749448264


Pages:   336
Publication Date:   03 October 2006
Replaced By:   9780749462871
Format:   Paperback
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

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Brand Royalty: How the World's Top 100 Brands Thrive and Survive


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Overview

Brand Royalty is more than simply the most comprehensive collection of brand success stories ever. It will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context. It is entertaining, lively and practical, with comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners. It argues, controversially, that consumers and businesses share equal responsibility for the brands which surround us. Ultimately though, it is an enjoyable and thought-provoking read. The cases are grouped as: Omnibrands; Antique brands; Invisibrands; Myth brands; Magic brands; Fan brands; Easy brands; Low brands; High brands; Conscience brands; People brands; Trust brands; Media brands; Purity brands; Cupboard brands; Performance brands.

Full Product Details

Author:   Matt Haig
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   New edition
Dimensions:   Width: 13.50cm , Height: 2.30cm , Length: 21.60cm
Weight:   0.495kg
ISBN:  

9780749448264


ISBN 10:   0749448261
Pages:   336
Publication Date:   03 October 2006
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Replaced By:   9780749462871
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Introduction 1 The brand as religion 2 The 100 choices 3 1. Innovation brands 5 1 Adidas: the performance brand 6 2 Sony: the pioneer brand 10 3 Hoover: the synonymous brand 13 4 Xerox: the research brand 15 5 American Express: the integrity brand 18 6 L'Oreal: the individuality brand 20 7 Durex: the safe brand 25 8 Mercedes-Benz: the prestige brand 27 9 Nescafe: the instant brand 29 10 Toyota: the big-picture brand 31 2. Pioneer brands 33 11 Heinz: the trust brand 34 12 Kellogg's: the familiarity brand 36 13 Colgate: the total brand 39 14 Ford: the volume brand 40 15 Goodyear: the leadership brand 43 16 Gillette: the shaving brand 45 17 Kleenex: the disposable brand 47 18 Wrigley: the new thinking brand 49 3. Distraction brands 53 19 MTV: the youth brand 54 20 Harry Potter: the story brand 57 21 Barbie: the escapist brand 62 22 Disney: the nostalgic brand 64 4. Streamlined brands 73 23 Cosmopolitan: the revolutionary brand 74 24 Nokia: the streamlined brand 76 25 Toys 'R' Us: the contraction brand 78 26 Subway: the focus brand 79 5. Muscle brands 83 27 IBM: the solution brand 84 28 Wal-Mart: the scale brand 88 29 McDonald's: the service brand 91 30 Nike: the sports brand 96 31 Starbucks: the postmodern brand 103 32 Microsoft: the dominance brand 107 6. Distinction brands 113 33 Pepsi: the differentiation brand 114 34 Hush Puppies: the casual brand 117 35 Timex: the durability brand 119 36 Evian: the purity brand 121 37 Duracell: the longer-lasting brand 124 38 Danone: the health brand 125 39 Heineken: the export brand 127 7. Status brands 131 40 Rolex: the superior brand 132 41 Courvoisier: the mystery brand 135 42 Louis Vuitton: the desirable brand 137 43 Moet & Chandon: the vintage brand 140 44 Burberry: the heritage brand 142 45 BMW: the defining brand 145 46 Gucci: the exclusive brand 146 47 Tiffany & Co: the sparkling brand 148 8. People brands 153 48 Oprah Winfrey: the saviour brand 154 49 Jennifer Lopez: the superstar brand 157 50 David Beckham: the icon brand 160 9. Responsibility brands 163 51 Johnson & Johnson: the crisis management brand 164 52 Ben & Jerry's: the caring brand 167 53 Seeds of Change: the goodness brand 173 54 Cafedirect: the fair-trade brand 176 55 MAC: the cause brand 180 56 Hewlett-Packard: the employees' brand 183 10. Broad brands 187 57 Yamaha: the ignored brand 188 58 Caterpillar: the rugged brand 190 59 Virgin: the elastic brand 191 11. Emotion brands 197 60 Apple: the cult brand 197 61 Harley-Davidson: the masculine brand 201 62 Zippo: the longevity brand 203 63 Jack Daniel's: the personality brand 205 64 Chrysler: the romance brand 208 65 Guinness: the timeless brand 210 12. Design brands 215 66 IKEA: the democratic brand 216 67 Audi: the advancement brand 220 68 Bang & Olufsen: the improvement brand 222 69 Muji: the minimal brand 224 70 Vespa: the beautiful brand 227 71 Converse: the heritage brand 230 72 Volkswagen: the longevity brand 231 13. Consistent brands 235 73 Coca-Cola: the ultimate brand 236 74 Nivea: the continuity brand 240 75 Hard Rock Cafe: the memorabilia brand 242 76 Clarins: the expertise brand 243 77 Campbell's soup: the uniformity brand 245 78 Budweiser: the targeted brand 247 14. Advertiser brands 251 79 Kraft: the household brand 252 80 Absolut Vodka: the advertising brand 254 81 Benetton: the colour brand 257 82 Calvin Klein: the sex brand 262 83 The Gap: the easy brand 264 84 Diesel: the ironic brand 267 15. Distribution brands 271 85 Avon: the resilient brand 272 86 Hertz: the credibility brand 274 87 Domino's Pizza: the home-delivery brand 277 88 Dell: the direct sales brand 281 89 Amazon: the e-shopping brand 283 16. Speed brands 289 90 Reuters: the objective brand 290 91 FedEx: the 'first' brand 291 92 Zara: the speed-to-market brand 293 93 Hello Kitty: the cute brand 296 94 Google: the search brand 298 95 CNN: the information brand 301 96 Hotmail: the viral brand 304 17. Evolution brands 307 97 Bacardi: the Caribbean brand 308 98 HSBC: the acquisition brand 310 99 Intel: the educating brand 312 100 Samsung: the rising brand 314

Reviews

highly entertaining, and full of fascinating facts ... stuffed with ideas, some overt, some implied, that anyone working and branding and advertising in general will find useful. research a comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes. publishing news in his new book brand royalty, matt haig discusses the thinking and development of brand creation. british industry entertaining and lively, the book has comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners, and offers an enjoyable and thought-provoking read. quality world valuable as a way to get a wide-ranging... understanding of the why and what of the best of the best . brandchannel.com bestselling author matt haig looks at 100 winning brands and the ingredients that make them so. brandrepublic.co.uk full of fascinating tit-bits...a thoroughly entertaining trawl through the world of brands, ranging from adidas through barbie, harry potter and rolex all the way to zippo. reading chronicle ideal for executives or pr pros who wish to learn about successful brands through practical examples. pr week, new york an entertaining and lively book seeking to discover what it is that makes some brands such hits. city to cities besides being educational, this book is entertaining and easy to read. choice magazine a thoroughly entertaining trawl through the world of brands. iod hertfordshire presents and discusses one hundred brands that have best managed the process of creating and managing their identity journal of economic literature the stories behind the best brands with easy-to-read secrets of success for each of them and a neat little factfile. career(the time supplement)


Highly entertaining, and full of fascinating facts ... stuffed with ideas, some overt, some implied, that anyone working and branding and advertising in general will find useful. Research A comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes. Publishing News In his new book Brand Royalty, Matt Haig discusses the thinking and development of brand creation. British Industry Entertaining and lively, the book has comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners, and offers an enjoyable and thought-provoking read. Quality World Valuable as a way to get a wide-ranging... understanding of the why and what of the best of the best . Brandchannel.com Bestselling author Matt Haig looks at 100 winning brands and the ingredients that make them so. BrandRepublic.co.uk Full of fascinating tit-bits...a thoroughly entertaining trawl through the world of brands, ranging from Adidas through Barbie, Harry Potter and Rolex all the way to Zippo. Reading Chronicle Ideal for executives or PR pros who wish to learn about successful brands through practical examples. PR Week, New York An entertaining and lively book seeking to discover what it is that makes some brands such hits. City to Cities Besides being educational, this book is entertaining and easy to read. Choice Magazine A thoroughly entertaining trawl through the world of brands. IOD Hertfordshire Presents and discusses one hundred brands that have best managed the process of creating and managing their identity Journal of Economic Literature The stories behind the best brands with easy-to-read secrets of success for each of them and a neat little factfile. Career(The Time supplement)


Author Information

Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. Acclaimed for his no-nonsense style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including Brand Failures, Mobile Marketing, E-PR: The Essential Guide to Public Relations on the Internet, The Sunday Times Guide to E-Business Essentials and E-Mail Essentials (all Kogan Page). His recent novel, The Last Family in England, has received rave reviews (Jonathan Cape).

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