Great Brand Stories Scotch Whisky: Creative fire - The story of Scotland's greatest export - Softcover

Stuart Delves

Softcover

ISBN 10: 1904879713 ISBN 13: 9781904879718

Publisher: Cyan Books, 2007

Synopsis

Looking at the success of Scotch whisky as a brand name, this book analyzes the ways that marketing and advertising served to establish dominance in the whisky market and how the drink achieved its exclusive role in the beverage industry. All whisky produced in Scotland is labeled "Scotch," and it relies on this name and its associations with quality and tradition, established through branding campaigns, to win new customers and maintain the loyalty of existing ones. The book provides key lessons for branding and examines how the same branding techniques that made Scotch whisky the bestselling spirit in world markets can be applied to other brands in different industries.

About this title

Review:

Stuart Delves work is very far from yet another book about whisky. Certainly it is quirky. But it is also great fun. A long and fascinating blether with a companion with whom you re sharing a glass or two of sheer quality. --Ian Smith - The Scots Magazine

Synopsis:

Scotch whisky is a phenomenon: it is exported to 200 countries around the world and in 2001, for the first time, over 1 billion bottles were shipped overseas. Scotch is also unique - no other product, in any category, anywhere in the world, is named after its country of origin. Every brand of whisky that is distilled in Scotland bears the descriptor: "Scotch Whisky". And proud of it. This book looks at Scotch as an uber-brand and tells the story of its enduring spirit. Individual brands like Glenfiddich or Glenmorangie have their own brand essence, positioning statements and values. But they all rely on the "Scotch" brand to win new customers and retain the loyalty of existing ones. Stuart Delves provides a fascinating examination of how such a brand evolved across the world, its unique role in the industry, its future, and the key lessons for other brands.

About this edition

• Publisher: Cyan Books
• Publication date: 2007
• ISBN 10: 1904879713
• ISBN 13: 9781904879718
• Binding: Paperback
• Number of pages: 192