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.
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
