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Brand royalty; how the world's top 100 brands thrive & survive.


Brand royalty; how the world's top 100 brands thrive & survive.

Haig, Matt.

Kogan Page Ltd Kogan Page Publishers
History & Scope
Kogan Page Ltd is a leading UK independent publishing company for the business community. Founded in 1967 by Philip Kogan, the company operates internationally and publishes in seven areas:


329 pages




Haig provides accounts of the 100 most successful brands, such as Adidas, Coca-Cola, Ford, Gucci, Oprah Winfrey, and IKEA IKEA Ingvar Kamprad Elmtaryd Agunnaryd (Swedish home furnishings retailer founder's initials and location) , choosing the ones that show the broad nature of branding and success, not necessarily the highest money makers. Chapters are organized by specialty areas or types: innovation (Sony, Toyota); pioneer (Ford, Kleenex); distraction (Harry Potter, MTV MTV
 in full Music Television

U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business.
); status (Rolex, BMW BMW
 in full Bayerische Motoren Werke AG

German automaker. Founded as an aircraft engine manufacturer in 1916, the company assumed the name Bayerische Motoren Werke and became known for its high-speed motorcycles in the 1920s.
); people (Jennifer Lopez, David Beckham); emotion (Apple, Guinness); consistent brands (Hard Rock Cafe Hard Rock Cafe is a chain of casual dining restaurants. It was founded in 1971 by Isaac Tigrett and Peter Morton, and their first Hard Rock Cafe opened near Hyde Park Corner in London, in a former Rolls Royce car dealerships showroom close to Hyde Park, where in 1979 they began to , Campbell's Soup); and others. Each description includes facts about the brand and secrets of its success. Haig is an independent consultant who advises organizations on creating integrated marketing and branding solutions and the author of other guides.

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Publication:Reference & Research Book News
Article Type:Book Review
Date:May 1, 2007
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