Brand Royalty: How the World's Top 100 Brands Thrive and Survive - Softcover

Haig, Matt

3.53

93 ratings by Goodreads

Softcover

ISBN 10: 0749448261 ISBN 13: 9780749448264

Publisher: Kogan page, 2006

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Brand Royalty is more than simply the most comprehensive collection of brand success stories ever. It will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context.

It is entertaining, lively and practical, with comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners. It argues, controversially, that consumers and businesses share equal responsibility for the brands which surround us. Ultimately though, it is an enjoyable and thought-provoking read.

The cases are grouped as: Omnibrands; Antique brands; Invisibrands; Myth brands; Magic brands; Fan brands; Easy brands; Low brands; High brands; Conscience brands; People brands; Trust brands; Media brands; Purity brands; Cupboard brands; Performance brands.

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Review:

"The stories behind the best brands with easy-to-read secrets of
success for each of them and a neat little factfile."
-- The Times, Careers Supplement, January 2007

Book Description:

Natural companion to the authors bestseller Brand Failures

100 global case studies including: Apple; Disney; HSBC; Muji; and Nokia, with lessons learnt from each

Full of first-hand interviews with key industry players, brand managers, psychologists, marketers, and consumers

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