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Brand Royalty By Matt Haig

Brand Royalty by Matt Haig

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Summary

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.

Brand Royalty Summary

Brand Royalty: How the World's Top 100 Brands Thrive and Survive by Matt Haig

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 Passionbrands Brand 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.

Brand Royalty Reviews

"highly entertaining, and full of fascinating facts ... stuffed with ideas, some overt, some implied, that anyone working and branding and advertising in general will find useful." -research, nov 2004 "a comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes." -publishing news "in his new book brand royalty, matt haig discusses the thinking and development of brand creation." -british industry "each description includes facts about the brand and secrets of its success." book news inc "entertaining and lively, the book has comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners, and offers an enjoyable and thought-provoking read." quality world "valuable as a way to get a wide-ranging... understanding of the why and what of the best of the best." brandchannel.com "bestselling author matt haig looks at 100 winning brands and the ingredients that make them so." brandrepublic.co.uk "full of fascinating tit-bits...a thoroughly entertaining trawl through the world of brands, ranging from adidas through barbie, harry potter and rolex all the way to zippo." reading chronicle "ideal for executives or pr pros who wish to learn about successful brands through practical examples." pr week, new york "an entertaining and lively book seeking to discover what it is that makes some brands such hits." city to cities "besides being educational, this book is entertaining and easy to read." choice magazine "a thoroughly entertaining trawl through the world of brands." iod hertfordshire "highly entertaining, and full of fascinating facts ... stuffed with ideas, some overt, some implied, that anyone working and branding and advertising in general will find useful." research "a comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes." publishing news "in his new book brand royalty, matt haig discusses the thinking and development of brand creation." british industry

About Matt Haig

Matt Haig Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired him to write his popular book Mobile Marketing: The message revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The essential guide to public relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and If You're So Brilliant... How Come You Don't Have an E-strategy?: The essential guide to e-business (all Kogan Page).

Table of Contents

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'oreal: the individuality brand 7 durex: the safe brand 8 mercedes-benz: the prestige brand 9 nescafe: 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 moet & 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 cafedirect: the fair-trade brand 55 mac: the cause brand 56 hewlett-packard: the employees' brand 10. broa

Additional information

GOR010927781
9780749442576
0749442573
Brand Royalty: How the World's Top 100 Brands Thrive and Survive by Matt Haig
Used - Like New
Hardback
Kogan Page Ltd
2004-10-03
320
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Brand Royalty