Brand Royalty

How the Worlds Top 100 Brands Thrive & Survive

Matt Haig

314 pages, parution le 03/06/2005

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Résumé

Brand success = business success.
A simple equation, but as no two brands are the same, 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.

Following the success of his last book (the acclaimed Brand Failures: The truth about the 100 biggest branding failures of all time), 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.

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.

L'auteur - Matt Haig

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.

More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired him to write his popular book Mobile Marketing: The message revolution.

Acclaimed for his no-nonsense pragmatic 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 E-PR: The essential guide to public relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and If You're So Brilliant... How Come You Don't Have an E-strategy?: The essential guide to e-business (all Kogan Page).

Matt can be contacted at matt@matthaig.co.uk.

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Sommaire

Introduction
Innovation brands
Pioneer brands
Distraction brands
Streamlined brands
Muscle brands
Distinction brands
Status brands
People brands
Responsibility brands
Broad brands
Emotion brands
Design brands
Consistent brands
Advertiser brands
Distribution brands
Speed brands
Evolution brands
The last word
References
Index

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Matt Haig
Parution	03/06/2005
Nb. de pages	314
Format	16 x 24
Couverture	Relié
Poids	765g
Intérieur	Noir et Blanc
EAN13	9780749442576
ISBN13	978-0-7494-4257-6