Brand Success : How the World's Top 100 Brands Thrive and Survive Paperback
by Matt Haig
Brand success = business success. A simple equation, but identifying those winning qualities is not easy.
To achieve this goal, author Matt Haig applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication.
The result is a comprehensive, entertaining and illuminating collection.
From Adidas to Zippo, we're guided through a gallery of some of the world's best-known names and given a rare insight into the secret of their success.
With comments from brand managers, psychologists, academics and other experts, "Brand Success" is a great resource for brand managers, marketers and students.
For the rest of us, it's simply a great read.
- Format: Paperback
- Pages: 304 pages, black & white illustrations
- Publisher: Kogan Page Ltd
- Publication Date: 03/05/2011
- Category: Sales & marketing
- ISBN: 9780749462871
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Review by phoenixcomet
I admit it. I like marketing. I am always fascinated by how a company becomes as big as it does and how/ what it is selling. In Brand Success, Matt Haig looks at the world's top 100 brands and discusses what they were selling and how they promoted themselves. Each entry is short, no more than 3 pages long and covers when the company was founded and how it innovated to become - in most cases - the first to offer that particular product/ service in that particular way.