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The world's greatest brands / edited by Nicholas Kochan.
1996
A 63 KOC.W
Available at WIPO Library
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Details
Title
The world's greatest brands / edited by Nicholas Kochan.
Description
xxviii, 168 pages : illustrations ; 23 x 26 cm.
ISBN
0333664191
9780333664193
9781349141142
1349141143
9780333664193
9781349141142
1349141143
Alternate Call Number
A 63 KOC.W
Summary
"Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide?" "'The World's Greatest Brands' asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques."--Jacket.
Note
Contents : Introduction : Context; The origins of branding; Values and visions; Brands for the next century - future trends; Assessing the world's greatest brands; The world's top 100 brands; The world's top brands by sector; Top brands listed by weight, length, breadth and depth; The brands;.
Formatted Contents Note
Preface
Acknowledgements
Introduction
Context
The Origins of Branding
Values and Visions
Brands for the Next Century: Future Trends
Techniques for the Professional
Brand Worth and Evaluation
Corporate Brands
The Naming of Brands
Designing for the Brand
The Seven Routes to Successful International Branding
The World's Greatest Brands: Top Brands by Sector and Area
The World's Greatest Brands: An A-Z Guide
Index.
Acknowledgements
Introduction
Context
The Origins of Branding
Values and Visions
Brands for the Next Century: Future Trends
Techniques for the Professional
Brand Worth and Evaluation
Corporate Brands
The Naming of Brands
Designing for the Brand
The Seven Routes to Successful International Branding
The World's Greatest Brands: Top Brands by Sector and Area
The World's Greatest Brands: An A-Z Guide
Index.
Series
Series
Macmillan business.
Published
Basingstoke : Macmillan Business, 1996.
Language
English
Record Appears in
Added Corporate Author
Review
"Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide?" "'The World's Greatest Brands' asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques."--Jacket.