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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.


329 pages




Haig provides accounts of the 100 most successful brands, such as Adidas, Coca-Cola, Ford, Gucci, Oprah Winfrey, and IKEA, 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); status (Rolex, BMW); people (Jennifer Lopez, David Beckham); emotion (Apple, Guinness); consistent brands (Hard Rock Cafe, 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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