- Packed full with first-hand interviews from key industry players including brand managers, psychologists, marketers, and consumers, to offer a rounded view on what makes a brand successful
- Features 100 global case studies from some of the world's biggest brands, including: Apple; Disney; HSBC; Muji; and Nokia, with a summary of lessons learnt from each
- Explores essential brand criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication
Brand Success
How the World's Top 100 Brands Thrive and Survive
Gain invaluable advice from brand managers, psychologists, academics and other experts, on identifying the elements of a successful brand and applying them to your own to win the competitive edge.
Key features at a glance
EAN: 9780749462871
Edition: 2
Published:
Format: 215x140
304 pages
About the book
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.
About the authors
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).
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