Nicholas Kochan

The World's Greatest Brands

Herausgeber: Kochan, Nick

• Gebundenes Buch

Produktbeschreibung

The magic of brands is as old as Coke and as young as Tango. But getting beneath the packaging to understand a brand's winning technique is tough. Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide? The World's Greatest Brands asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques. This is a unique compilation on a subject with a fascination for all consumers. No-one who enjoys the benefits of great brands can fail to enjoy and profit from this book.

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Produktdetails

• Verlag: Palgrave MacMillan UK / Palgrave Macmillan UK
• 1996 edition
• Seitenzahl: 188
• Erscheinungstermin: 10. November 1996
• Englisch
• Abmessung: 255mm x 230mm x 19mm
• Gewicht: 1124g
• ISBN-13: 9780333664193
• ISBN-10: 0333664191
• Artikelnr.: 42436855

Inhaltsangabe

Preface
Acknowledgements
Introduction
Context
The Origins of Branding
Values and Visions
Brands for the Next Century: Future Trends
Techniques for the Professional
Brand Worth and Evaluation
Corporate Brands
The Naming of Brands
Designing for the Brand
The Seven Routes to Successful International Branding
The World's Greatest Brands: Top Brands by Sector and Area
The World's Greatest Brands: An A
Z Guide
Index