Brand royalty: how the world's top 100 brands thrive and survive / Matt Haig.

By:

Haig, Matt

Material type: Text

TextPublication details: London ; Sterling, Va. : Kogan Page, c2004.Description: vi, 314 p. : ill. (some col.) ; 25 cmISBN:

0749442573
9780749442576

Subject(s):

Brand name products -- Management

DDC classification:

658.827 HAI

LOC classification:

HD69.B7 H346 2004eb

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Clonmel Library Main Collection	658.827 HAI (Browse shelf(Opens below))	1	Available		30026000067164
Standard Loan	Thurles Library Main Collection	658.827 HAI (Browse shelf(Opens below))	1	Available		R15402KKRC

Enhanced descriptions from Syndetics:

Praise and Reviews "Matt Haig's pen portraits of the world's 100 elite brands are well researched, pithy and insightful. Brand Royalty is an essential who's who for anyone seeking to do business with the best managed brands, or anyone who wants to compete with them."-Terry Hunt, Chairman, EHSBRANN, and co-author of Scoring Points: How Tesco is winning customer loyalty"A thought-provoking and informative guide to not just the world's biggest, but also some of the most interesting, brands. A fascinating insight... compelling... anyone who works in branding or marketing should have this book on their desk."- Helen Edwards and Derek Day, authors of Creating PassionbrandsBrand 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.

Includes bibliographical references and index.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2005. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

Table of contents provided by Syndetics

Introduction
The brand as religion
The 100 choices
1 Innovation brands
1 Adidas: the performance brand
2 Sony: the pioneer brand
3 Hoover: the synonymous brand
4 Xerox: the research brand
5 American Express: the integrity brand
6 L'Oréal: the individuality brand
7 Durex: the safe brand
8 Mercedes-Benz: the prestige brand
9 Nescafé: the instant brand
10 Toyota: the big-picture brand
2 Pioneer brands
11 Heinz: the trust brand
12 Kellogg's: the familiarity brand
13 Colgate: the total brand
14 Ford: the volume brand
15 Goodyear: the leadership brand
16 Gillette: the shaving brand
17 Kleenex: the disposable brand
18 Wrigley: the new thinking brand
3 Distraction brands
19 MTV: the youth brand
20 Harry Potter: the story brand
21 Barbie: the escapist brand
22 Disney: the nostalgic brand
4 Streamlined brands
23 Cosmopolitan: the revolutionary brand
24 Nokia: the streamlined brand
25 Toys 'R' Us: the contraction brand
26 Subway: the focus brand
5 Muscle brands
27 IBM: the solution brand
28 Wal-Mart: the scale brand
29 McDonald's: the service brand
30 Nike: the sports brand
31 Starbucks: the postmodern brand
32 Microsoft: the dominance brand
6 Distinction brands
33 Pepsi: the differentiation brand
34 Hush Puppies: the casual brand
35 Timex: the durability brand
36 Evian: the purity brand
37 Duracell: the longer-lasting brand
38 Danone: the health brand
39 Heineken: the export brand
7 Status brands
40 Rolex: the superior brand
41 Courvoisier: the mystery brand
42 Louis Vuitton: the desirable brand
43 Moët & Chandon: the vintage brand
44 Burberry: the heritage brand
45 BMW: the defining brand
46 Gucci: the exclusive brand
47 Tiffany & Co: the sparkling brand
8 People brands
48 Oprah Winfrey: the saviour brand
49 Jennifer Lopez: the superstar brand
50 David Beckham: the icon brand
9 Responsibility brands
51 Johnson & Johnson: the crisis management brand
52 Ben & Jerry's: the caring brand
53 Seeds of Change: the goodness brand
54 Cafédirect: the fair-trade brand
55 MAC: the cause brand
56 Hewlett-Packard: the employees' brand
10 Broad brands
57 Yamaha: the ignored brand
58 Caterpillar: the rugged brand
59 Virgin: the elastic brand
11 Emotion brands
60 Apple: the cult brand
61 Harley-Davidson: the masculine brand
62 Zippo: the longevity brand
63 Jack Daniel's: the personality brand
64 Chrysler: the romance brand
65 Guinness: the timeless brand
12 Design brands
66 IKEA: the democratic brand
67 Audi: the advancement brand
68 Bang & Olufsen: the improvement brand
69 Muji: the minimal brand
70 Vespa: the beautiful b

Excerpt provided by Syndetics

Introduction The brand as religion The 100 choices 1. Innovation brands 1 Adidas: the performance brand 2 Sony: the pioneer brand 3 Hoover: the synonymous brand 4 Xerox: the research brand 5 American Express: the integrity brand 6 L'Oréal: the individuality brand 7 Durex: the safe brand 8 Mercedes-Benz: the prestige brand 9 Nescafé: the instant brand 10 Toyota: the big-picture brand 2. Pioneer brands 11 Heinz: the trust brand 12 Kellogg's: the familiarity brand 13 Colgate: the total brand 14 Ford: the volume brand 15 Goodyear: the leadership brand 16 Gillette: the shaving brand 17 Kleenex: the disposable brand 18 Wrigley: the new thinking brand 3. Distraction brands 19 MTV: the youth brand 20 Harry Potter: the story brand 21 Barbie: the escapist brand 22 Disney: the nostalgic brand 4. Streamlined brands 23 Cosmopolitan: the revolutionary brand 24 Nokia: the streamlined brand 25 Toys 'R' Us: the contraction brand 26 Subway: the focus brand 5. Muscle brands 27 IBM: the solution brand 28 Wal-Mart: the scale brand 29 McDonald's: the service brand 30 Nike: the sports brand 31 Starbucks: the postmodern brand 32 Microsoft: the dominance brand 6. Distinction brands 33 Pepsi: the differentiation brand 34 Hush Puppies: the casual brand 35 Timex: the durability brand 36 Evian: the purity brand 37 Duracell: the longer-lasting brand 38 Danone: the health brand 39 Heineken: the export brand 7. Status brands 40 Rolex: the superior brand 41 Courvoisier: the mystery brand 42 Louis Vuitton: the desirable brand 43 Moët & Chandon: the vintage brand 44 Burberry: the heritage brand 45 BMW: the defining brand 46 Gucci: the exclusive brand 47 Tiffany & Co: the sparkling brand 8. People brands 48 Oprah Winfrey: the saviour brand 49 Jennifer Lopez: the superstar brand 50 David Beckham: the icon brand 9. Responsibility brands 51 Johnson & Johnson: the crisis management brand 52 Ben & Jerry's: the caring brand 53 Seeds of Change: the goodness brand 54 Cafédirect: the fair-trade brand 55 MAC: the cause brand 56 Hewlett-Packard: the employees' brand 10. Broad brands 57 Yamaha: the ignored brand 58 Caterpillar: the rugged brand 59 Virgin: the elastic brand 11. Emotion brands 60 Apple: the cult brand 61 Harley-Davidson: the masculine brand 62 Zippo: the longevity brand 63 Jack Daniel's: the personality brand 64 Chrysler: the romance brand 65 Guinness: the timeless brand 12. Design brands 66 IKEA: the democratic brand 67 Audi: the advancement brand 68 Bang & Olufsen: the improvement brand 69 Muji: the minimal brand 70 Vespa: the beautiful brand 71 Converse: the heritage brand 72 Volkswagen: the longevity brand 13. Consistent brands 73 Coca-Cola: the ultimate brand 74 Nivea: the continuity brand 75 Hard Rock Café: the memorabilia brand 76 Clarins: the expertise brand 77 Campbell's soup: the uniformity brand 78 Budweiser: the targeted brand 14. Advertiser brands 79 Kraft: the household brand 80 Absolut Vodka: the advertising brand 81 Benetton: the colour brand 82 Calvin Klein: the sex brand 83 The Gap: the easy brand 84 Diesel: the ironic brand 15. Distribution brands 85 Avon: the resilient brand 86 Hertz: the credibility brand 87 Domino's Pizza: the home-delivery brand 88 Dell: the direct sales brand 89 Amazon: the e-shopping brand 16. Speed brands 90 Reuters: the objective brand 91 FedEx: the 'first' brand 92 Zara: the speed-to-market brand 93 Hello Kitty: the cute brand 94 Google: the search brand 95 CNN: the information brand 96 Hotmail: the viral brand 17. Evolution brands 97 Bacardi: the Caribbean brand 98 HSBC: the acquisition brand 99 Intel: the educating brand 100 Samsung: the rising brand Excerpted from Brand Royalty: How the World's Top 100 Brands Thrive and Survive by Matt Haig All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Author notes provided by Syndetics

Matt Haig was born on July 3, 1975 in Sheffield. He attended the University of Hull where he studied English and History. He has since become a British novelist and journalist. He has authored both fiction and non-fiction for children and adults. His non-fiction title "Reasons to Stay Alive" became a Sunday Times bestseller. His bestselling children's novel, A Boy Called Christmas is now being adapted for film. His other works include: The Last Family in England, The Dead Fathers Club, Shadow Forest, The Possession of Mr. Cave, How to Stop Time and Runaway Troll.

(Bowker Author Biography)