Brand Success

How the World's Top 100 Brands Thrive and Survive
2. Auflage 2011
ISBN: 978-0-7494-6287-1
Verlag: Kogan Page

Buch, Englisch, 304 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 388 g

Brand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, Brand Success applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication, to form an effective brand strategy. The result is a comprehensive, entertaining and illuminating book, featuring case studies from global brands such as adidas and Zippo, providing a gallery of some of the world's best-known brands with rare insight into the secret behind their success. With comment from brand managers, psychologists, academics and other experts, Brand Success is a invaluable resource for brand managers, marketers and students alike, to truly understand what makes a brand successful.

Autoren/Hrsg.

Haig, Matt

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: Innovation brands;
  • Chapter - 02: Pioneer brands;
  • Chapter - 03: Distraction brands;
  • Chapter - 04: Streamlined brands;
  • Chapter - 05: Muscle brands;
  • Chapter - 06: Distinction brands;
  • Chapter - 07: Status brands;
  • Chapter - 08: People brands;
  • Chapter - 09: Responsibility brands;
  • Chapter - 10: Broad brands;
  • Chapter - 11: Emotion brands;
  • Chapter - 12: Design brands;
  • Chapter - 13: Consistent brands;
  • Chapter - 14: Advertiser brands;
  • Chapter - 15: Distribution brands;
  • Chapter - 16: Speed brands;
  • Chapter - 17: Evolution brands;
  • Chapter - 18: The BRIC brands

Über Autor(innen)

Haig, Matt
Matt Haig is an independent consultant advising organisations 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 Matt Haig 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 How Come You Don't Have an E-business Strategy? (all published by Kogan Page).

Matt Haig is an acclaimed writer and journalist. He is the author of the the best-selling Brand Failures, (published by Kogan Page) and also several best-selling novels, including The Radleys, The Dead Fathers Club and The Last Family in England (Vintage).