Matt Haig "Brand Royalty: How the Worlds Top 100 Brands Thrive & Survive"
Kogan Page | 2004-11-01 | ISBN: 0749442573 | 288 pages | PDF | 1,5 MB
Kogan Page | 2004-11-01 | ISBN: 0749442573 | 288 pages | PDF | 1,5 MB
"Ideal for executives or PR pros who which to learn about successful brands through practical examples," PR Week. "Highly entertaining and full of fascinating facts … stuffed with ideas, some overt, some implied, that anyone working in branding and advertising will find useful," Research A natural companion to Matt Haig's bestselling Brand Failures, Brand Royalty is a comprehensive collection of successful brand stories. Entertaining and thought-provoking, it helps readers identify the factors behind each success. Haig devised a list of the world's 100 most successful brands, using such criteria as financial success, longevity and innovativeness. His list covers companies as varied as Adidas, "the performance brand," and Coca-Cola, "the ultimate brand" and everything in between, providing invaluable insight into the branding efforts of Ford, IKEA, Gucci and Ben & Jerry's. Includes comments from consumers, psychologists, ad executives, academics and business owners.
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