The world's greatest brands / edited by Nicholas Kochan.

The world's greatest brands / edited by Nicholas Kochan.

xxviii, 168 pages : illustrations ; 23 x 26 cm.

0333664191
9780333664193
9781349141142
1349141143

A 63 KOC.W

"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.

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;.

Macmillan business.

Basingstoke : Macmillan Business, 1996.

eng

"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.