Brand Success: How the World's Top 100 Brands Thrive and Survive

Editor/Author Haig, Matt
Publication Year: 2011
Publisher: Kogan Page

Single-User Purchase Price: $49.95
Unlimited-User Purchase Price: Not Available
ISBN: 978-0-74-946288-8
Category: Business, Finance & Economics - Marketing
Book Status: Available
Table of Contents

Haig guides readers through a gallery of some of the worlds best-known names from Adidas to Zippo, and offers a rare insight into the secret of their success.

Share this

Table of Contents

  • Introduction
  • 01 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'Oréal: the individuality brand
  • 7 Mercedes-Benz: the prestige brand
  • 8 Nescafé: the instant brand
  • 9 Toyota: the big-picture brand
  • 02 Pioneer brands
  • 10 Heinz: the trust brand
  • 11 Colgate: the total brand
  • 12 Ford: the volume brand
  • 13 Gillette: the shaving brand
  • 14 Wrigley: the new thinking brand
  • 03 Distraction brands
  • 15 MTV: the youth brand
  • 16 Harry Potter: the story brand
  • 17 Disney: the nostalgic brand
  • 04 Streamlined brands
  • 18 Cosmopolitan: the revolutionary brand
  • 19 Nokia: the streamlined brand
  • 20 Toys ‘R’ Us: the contraction brand
  • 21 Subway: the focus brand
  • 05 Muscle brands
  • 22 IBM: the solution brand
  • 23 Wal-Mart: the scale brand
  • 24 McDonald's: the service brand
  • 25 Nike: the sports brand
  • 26 Starbucks: the postmodern brand
  • 27 Microsoft: the dominance brand
  • 06 Distinction brands
  • 28 Pepsi: the differentiation brand
  • 29 Hush Puppies: the casual brand
  • 30 Timex: the durability brand
  • 31 Evian: the purity brand
  • 32 Duracell: the longer-lasting brand
  • 33 Danone: the health brand
  • 34 Heineken: the export brand
  • 07 Status brands
  • 35 Rolex: the superior brand
  • 36 Courvoisier: the mystery brand
  • 37 Louis Vuitton: the desirable brand
  • 38 Moët & Chandon: the vintage brand
  • 39 Burberry: the heritage brand
  • 40 BMW: the defining brand
  • 41 Gucci: the exclusive brand
  • 42 Tiffany & Co: the sparkling brand
  • 08 People brands
  • 43 Oprah Winfrey: the saviour brand
  • 44 Jennifer Lopez: the superstar brand
  • 45 David Beckham: the icon brand
  • 09 Responsibility brands
  • 46 Johnson & Johnson: the crisis management brand
  • 47 Ben & Jerry's: the caring brand
  • 48 Seeds of Change: the goodness brand
  • 49 Cafédirect: the fair-trade brand
  • 50 MAC: the cause brand
  • 51 Hewlett-Packard: the employees' brand
  • 10 Broad brands
  • 52 Yamaha: the ignored brand
  • 53 Caterpillar: the rugged brand
  • 54 Virgin: the elastic brand
  • 11 Emotion brands
  • 55 Apple: the cult brand
  • 56 Harley-Davidson: the masculine brand
  • 57 Zippo: the longevity brand
  • 58 Jack Daniel's: the personality brand
  • 59 Chrysler: the romance brand
  • 60 Guinness: the timeless brand
  • 12 Design brands
  • 61 IKEA: the democratic brand
  • 62 Audi: the advancement brand
  • 63 Bang & Olufsen: the improvement brand
  • 64 Muji: the minimal brand
  • 65 Vespa: the beautiful brand
  • 66 Converse: the heritage brand
  • 67 Volkswagen: the longevity brand
  • 13 Consistent brands
  • 68 Coca-Cola: the ultimate brand
  • 69 Nivea: the continuity brand
  • 70 Hard Rock Café: the memorabilia brand
  • 71 Clarins: the expertise brand
  • 72 Campbell's soup: the uniformity brand
  • 73 Budweiser: the targeted brand
  • 14 Advertiser brands
  • 74 Kraft: the household brand
  • 75 Absolut Vodka: the advertising brand
  • 76 Benetton: the colour brand
  • 77 Calvin Klein: the sex brand
  • 78 The Gap: the easy brand
  • 79 Diesel: the ironic brand
  • 15 Distribution brands
  • 80 Avon: the resilient brand
  • 81 Hertz: the credibility brand
  • 82 Domino's Pizza: the home-delivery brand
  • 83 Dell: the direct sales brand
  • 84 Amazon: the e-shopping brand
  • 16 Speed brands
  • 85 Reuters: the objective brand
  • 86 FedEx: the ‘first’ brand
  • 87 Zara: the speed-to-market brand
  • 88 Google: the search brand
  • 89 CNN: the information brand
  • 90 Hotmail: the viral brand
  • 91 Facebook: the social media brand
  • 92 Cisco: the make everyone faster brand
  • 93 BlackBerry: the brand with the fastest growing value
  • 17 Evolution brands
  • 94 Bacardi: the Caribbean brand
  • 95 HSBC: the acquisition brand
  • 96 Intel: the educating brand
  • 97 Samsung: the rising brand
  • 18 The BRIC brands
  • 98 Bank of China (BOC): the marathon brand
  • 99 Petrobras, Brazil: the political escapee brand
  • 100 Tata Nano, India: the People's brand
  • The last word
  • References