Kogan Page Ltd
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A simple equation, but as no two brands are the shame, identifying what those winning qualities are is not easy. And given that the whole point of branding is to create a distinct identity, it's absurd to look for a single magic formula.
Matt Haig has now set himself the controversial task of identifying the world's top 100 brands.
But there are hundreds of successful brands, so what influenced the author's choice? He applied a range of criteria: not simply financial success but longevity, technological advancement, new product development, workplace revolution, mass communication, and other seismic global achievements. The brands are also usefully grouped into 17 categories such as Innovation brands, Status brands, Emotion brands and so on.
The result is the most comprehensive, entertaining and illuminating collection of brand success stories ever told. From Adidas to Zippo, Beckham to Wrigley, Coca-Cola to Volkswagen, we're guided through a gallery of the world's best-known names and given a rare insight into the secrets of their success and what makes each absolutely unique.
It is designed to help business leaders and students to easily identify the factors behind these brands' successes, and to place them in a broader business and social context. With comment from brand managers, psychologists, academics, and other experts, Brand Royalty is a great resource for brand managers, marketers and students around the world. For the rest of us, it's simply a great read.
About The Author
Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. He is also the author of several other best-selling guides
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