Overview

This first of a three-volume reference contains information highlighting 600 products alphabetically by brand name, and places particular emphasis on those brands which have been prominent since 1950. This volume on consumable products covers food, pet food, non-alcoholic beverages, alcoholic beverages and tobacco. It is designed to help readers: uncover the history behind a range of successful international brands within the consumer sector; follow their development step by step, and learn about the causes and effects of their successes and failures; gain insights into the successful strategies used in their research, development and advertising work; appreciate the critical importance of timing product launches; and reveal all the factors that drive market leadership. Essays trace how a product originated and was first marketed, how it evolved as a product and developed commercially, and how it fares today compared with its competitors and its own past history. Current coverage encompasses today's changing markets and marketing strategies, the impact of a global economy and future projections, as well as any controversies associated with the product such as trade name disputes, false advertising claims, and safety, ethical and environmental issues. The book features indexes to brand names, to companies, to advertising agencies and to brand categories. Current brand logos/photographs are included.

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9781558623361

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