Brand Royalty
Kogan Page Ltd (Verlag)
978-0-7494-4826-4 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
Brand Royalty is more than simply the most comprehensive collection of brand success stories ever. It will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context.
It is entertaining, lively and practical, with comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners. It argues, controversially, that consumers and businesses share equal responsibility for the brands which surround us. Ultimately though, it is an enjoyable and thought-provoking read.
The cases are grouped as: Omnibrands; Antique brands; Invisibrands; Myth brands; Magic brands; Fan brands; Easy brands; Low brands; High brands; Conscience brands; People brands; Trust brands; Media brands; Purity brands; Cupboard brands; Performance brands.
Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. Acclaimed for his no-nonsense 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 Brand Failures, Mobile Marketing, E-PR: The Essential Guide to Public Relations on the Internet, The Sunday Times Guide to E-Business Essentials and E-Mail Essentials (all Kogan Page). His recent novel, The Last Family in England, has received rave reviews (Jonathan Cape).
Introduction1 The brand as religion2 The 100 choices3 1.Innovation brands5 1Adidas: the performance brand6 2Sony: the pioneer brand10 3Hoover: the synonymous brand13 4Xerox: the research brand15 5American Express: the integrity brand18 6L'Oreal: the individuality brand20 7Durex: the safe brand25 8Mercedes-Benz: the prestige brand27 9Nescafe: the instant brand29 10Toyota: the big-picture brand31 2.Pioneer brands33 11Heinz: the trust brand34 12Kellogg's: the familiarity brand36 13Colgate: the total brand39 14Ford: the volume brand40 15Goodyear: the leadership brand43 16Gillette: the shaving brand45 17Kleenex: the disposable brand47 18Wrigley: the new thinking brand49 3.Distraction brands53 19MTV: the youth brand54 20Harry Potter: the story brand57 21Barbie: the escapist brand62 22Disney: the nostalgic brand64 4.Streamlined brands73 23Cosmopolitan: the revolutionary brand74 24Nokia: the streamlined brand76 25Toys 'R' Us: the contraction brand78 26Subway: the focus brand79 5.Muscle brands83 27IBM: the solution brand84 28Wal-Mart: the scale brand88 29McDonald's: the service brand91 30Nike: the sports brand96 31Starbucks: the postmodern brand103 32Microsoft: the dominance brand107 6.Distinction brands113 33Pepsi: the differentiation brand114 34Hush Puppies: the casual brand117 35Timex: the durability brand119 36Evian: the purity brand121 37Duracell: the longer-lasting brand124 38Danone: the health brand125 39Heineken: the export brand127 7.Status brands131 40Rolex: the superior brand132 41Courvoisier: the mystery brand135 42Louis Vuitton: the desirable brand137 43Moet & Chandon: the vintage brand140 44Burberry: the heritage brand142 45BMW: the defining brand145 46Gucci: the exclusive brand146 47Tiffany & Co: the sparkling brand148 8.People brands153 48Oprah Winfrey: the saviour brand154 49Jennifer Lopez: the superstar brand157 50David Beckham: the icon brand160 9.Responsibility brands163 51Johnson & Johnson: the crisis management brand164 52Ben & Jerry's: the caring brand167 53Seeds of Change: the goodness brand173 54Cafedirect: the fair-trade brand176 55MAC: the cause brand180 56Hewlett-Packard: the employees' brand183 10.Broad brands187 57Yamaha: the ignored brand188 58Caterpillar: the rugged brand190 59Virgin: the elastic brand191 11.Emotion brands197 60Apple: the cult brand197 61Harley-Davidson: the masculine brand201 62Zippo: the longevity brand203 63Jack Daniel's: the personality brand205 64Chrysler: the romance brand208 65Guinness: the timeless brand210 12.Design brands215 66IKEA: the democratic brand216 67Audi: the advancement brand220 68Bang & Olufsen: the improvement brand222 69Muji: the minimal brand224 70Vespa: the beautiful brand227 71Converse: the heritage brand230 72Volkswagen: the longevity brand231 13.Consistent brands235 73Coca-Cola: the ultimate brand236 74Nivea: the continuity brand240 75Hard Rock Cafe: the memorabilia brand242 76Clarins: the expertise brand243 77Campbell's soup: the uniformity brand245 78Budweiser: the targeted brand247 14.Advertiser brands251 79Kraft: the household brand252 80Absolut Vodka: the advertising brand254 81Benetton: the colour brand257 82Calvin Klein: the sex brand262 83The Gap: the easy brand264 84Diesel: the ironic brand267 15.Distribution brands271 85Avon: the resilient brand272 86Hertz: the credibility brand274 87Domino's Pizza: the home-delivery brand277 88Dell: the direct sales brand281 89Amazon: the e-shopping brand283 16.Speed brands289 90Reuters: the objective brand290 91FedEx: the 'first' brand291 92Zara: the speed-to-market brand293 93Hello Kitty: the cute brand296 94Google: the search brand298 95CNN: the information brand301 96Hotmail: the viral brand304 17.Evolution brands307 97Bacardi: the Caribbean brand308 98HSBC: the acquisition brand310 99Intel: the educating brand312 100Samsung: the rising brand314
| Erscheint lt. Verlag | 3.10.2006 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 135 x 216 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-4826-1 / 0749448261 |
| ISBN-13 | 978-0-7494-4826-4 / 9780749448264 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
