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

by Matt Haig

Overview

Brand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, Brand Success applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication, to form an effective brand strategy. The result is a comprehensive, entertaining and illuminating book, featuring case studies from global brands such as adidas and Zippo, providing a gallery of some of the world's best-known brands with rare insight into the secret behind their success.

With comment from brand managers, psychologists, academics and other experts, Brand Success is a invaluable resource for brand managers, marketers and students alike, to truly understand what makes a brand successful.

Product Details

ISBN-13:	9780749462871
Publisher:	Kogan Page, Ltd.
Publication date:	05/31/2011
Edition description:	Second Edition
Pages:	304
Product dimensions:	5.50(w) x 8.40(h) x 0.70(d)

About the Author

Matt Haig is an acclaimed writer and journalist. He is the author of the the best-selling Brand Failures, (published by Kogan Page) and also several best-selling novels, including The Radleys, The Dead Fathers Club and The Last Family in England (Vintage).

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: Innovation brands; ** Chapter - 02: Pioneer brands; ** Chapter - 03: Distraction brands; ** Chapter - 04: Streamlined brands; ** Chapter - 05: Muscle brands; ** Chapter - 06: Distinction brands; ** Chapter - 07: Status brands; ** Chapter - 08: People brands; ** Chapter - 09: Responsibility brands; ** Chapter - 10: Broad brands; ** Chapter - 11: Emotion brands; ** Chapter - 12: Design brands; ** Chapter - 13: Consistent brands; ** Chapter - 14: Advertiser brands; ** Chapter - 15: Distribution brands; ** Chapter - 16: Speed brands; ** Chapter - 17: Evolution brands; ** Chapter - 18: The BRIC brands

What People are Saying About This

From the Publisher

“Ideal for executives or PR pros who wish to learn about successful brands through practical examples.” - PR Week

"Comments from brand leaders, psychologists and more discuss the underlying influences of brand success efforts, offering students and business readers a strong resource packed with insights into what makes a brand name winning. Highly recommended for any collections strong in business analysis." - Midwest Book Review

 

"[E]ntertaining, higly readable." - Chicago Sun Times

 

"Valuable as a way to get a wide-ranging … understanding of the why and what of the best of the best." - Brandchannel.com

Editorial Reviews

"Ideal for executives or PR pros who wish to learn about successful brands through practical examples."

PR Week

"A comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes."

Publishing News

Ideal for executives or PR pros who wish to learn about successful brands through practical examples.” - PR Week

"Comments from brand leaders, psychologists and more discuss the underlying influences of brand success efforts, offering students and business readers a strong resource packed with insights into what makes a brand name winning. Highly recommended for any collections strong in business analysis." - Midwest Book Review


"[E]ntertaining, higly readable." - Chicago Sun Times 

"...offer[s] a penetrating look into what makes the world's top brands flourish…teeming with examples that are presented in very readable language. …Brand Success is a signature description and analysis of the road to establishing product differentiation and brand equity… Summing Up: Highly recommended. All readers, especially upper-division undergraduate and graduate business students, researchers, and practitioners. - CHOICE Magazine

From the Publisher