"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.
"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.