Technobrands: How to Create and Use Brand Identity to Market, Advertise and Sell... - Hardcover

Pettis, Chuck

Hardcover

ISBN 10: 0814402437 ISBN 13: 9780814402436

Publisher: Amacom, 1994

Synopsis

The concept of branding began almost a century ago and many of today's most successful brands, such as "Kodak" and "Coca-Cola", date from this period. This book is about the growth and development of the world's most successful brands, how they started and their current position. It describes, on a brand-by-brand basis, what makes each brand a potent force and how each brand is differentiated from its rivals. Only the world's leading brands are represented here, among them "Kellogg's", "Coca Cola", "Vegimite", "Snow Brand" and "Kodak". They have been chosen by Interbrand Group plc, a leading branding consultancy, whose main criterion for selection has been the strength of the brands' identity. There is a section on international brands in which 150 leading brands are analyzed, followed by a section on national brands in which 20 leading brands from Australia, France, Italy, Japan, the UK and West Germany, and 30 from the USA are dealt with. Supplementary to this is a chapter on 20 leading brands from countries other than those listed above. The material which is presented in this volume is designed to provide the professional reader with ideas and insights on the operations of the branding business.

About this title

From the Author:

TechnoBrands tells exactly how to build brands.
I am proud of the book TechnoBrands because it has helped manycompanies improve the trust relationships they have with their customers and employees. TechnoBrands tells exactly how to build brands. We have found that the TechnoBranding process applies equally well to consumer products and service companies, so even though the examples center around technology products, the principles can be applied to all companies and organizations. If you have questions or comments, I can be reached at cpettis@brand.com

About the Author:

Chuck Pettis is President of BrandSolutions, Inc. (www.brand.com), a leading brand consulting and market research firm located in Bellevue, Washington. BrandSolutions clients include: Microsoft, Nokia, Hewlett-Packard, Nortel Networks, REI, Simon, Sun Microsystems, and many others, including numerous emerging companies and environmental organizations. Contact Chuck Pettis at 425-637-8777 or email: cpettis@brand.com.

About this edition

• Publisher: Amacom
• Publication date: 1994
• ISBN 10: 0814402437
• ISBN 13: 9780814402436
• Binding: Hardcover
• Number of pages: 208