| Description |
vi, 314 pages : illustrations (some color) ; 25 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
INNOVATION BRANDS: Adidas: the performance brand -- Sony: the pioneer brand -- Hoover: the synonymous brand -- Xerox: the research brand -- American Express: the integrity brand -- L'Oréal: the individuality brand -- Durex: the safe brand -- Mercedes-Benz: the prestige brand -- Nescafé: the instant brand -- Toyota: the big-picture brand -- PIONEER BRANDS: Heinz: the trust brand -- Kellogg's: the familiarity brand -- Colgate: the total brand -- Ford: the volume brand -- Goodyear: the leadership brand -- Gillette: the shaving brand -- Kleenex: the disposable brand -- Wrigley: the new thinking brand -- DISTRACTION BRANDS: MTV: the youth brand -- Harry Potter: the story brand -- Barbie: the escapist brand -- Disney: the nostalgic brand -- STREAMLINED BRANDS: Cosmopolitan: the revolutionary brand -- Nokia: the streamlined brand -- Toys 'R' Us: the contraction brand -- Subway: the focus brand -- MUSCLE BRANDS: IBM: the solution brand -- Wal-Mart [WalMart]: the scale brand -- McDonald's: the service brand -- Nike: the sports brand -- Starbucks: the postmodern brand -- Microsoft: the dominance brand -- DISTINCTION BRANDS: Pepsi: the differentiation brand -- Hush Puppies: the casual brand -- Timex: the durability brand -- Evian: the purity brand -- Duracell: the longer-lasting brand -- Danone: the health brand -- Heineken: the export brand -- STATUS BRANDS: Rolex: the superior brand -- Courvoisier: the mystery brand -- Louis Vuitton: the desirable brand -- Moët & Chandon: the vintage brand -- Burberry: the heritage brand -- BMW: the defining brand -- Gucci: the exclusive brand -- Tiffany & Co.: the sparkling brand -- PEOPLE BRANDS: Oprah Winfrey: the saviour brand -- Jennifer Lopez: the superstar brand -- David Beckham: the icon brand -- RESPONSIBILITY BRANDS: Johnson & Johnson: the crisis management brand -- Ben & Jerry's: the caring brand -- Seeds of Change: the goodness brand -- Cafédirect: the fair-trade brand -- MAC: the cause brand -- Hewlett-Packard: the employees' brand -- BROAD BANDS: Yamaha: the ignored brand -- Caterpillar: the rugged brand -- Virgin: the elastic brand -- EMOTION BRANDS: Apple: the cult brand -- Harley-Davidson: the masculine brand -- Zippo: the longevity brand -- Jack Daniel's: the personality brand -- Chrysler: the romance brand -- Guinness: the timeless brand -- DESIGN BRANDS: IKEA: the democratic brand -- Audi: the advancement brand -- Bang & Olufsen: the improvement brand -- Muji: the minimal brand -- Vespa: the beautiful brand -- Converse: the heritage brand -- Volkswagon: the longevity brand -- CONSISTENT BRANDS: Coca-Cola: the ultimate brand -- Nivea: the continuity brand -- Hard Rock Café: the memorabilia brand -- Clarins: the expertise brand -- Campbell's soup: the uniformity brand -- Budweiser: the targeted brand -- ADVERTISER BRANDS: Kraft: the household brand -- Absolut Vodka: the advertising brand -- Benetton: the colour brand -- Calvin Klein: the sex brand -- The Gap: the easy brand -- Diesel: the ironic brand -- DISTRIBUTION BRANDS: Avon: the resilient brand -- Hertz: the credibility brand -- Domino's Pizza: the home-delivery brand -- Dell: the direct sales brand -- Amazon: the e-shopping brand -- SPEED BRANDS: Reuters: the objective brand -- FedEx: the 'first' brand -- Zara: the speed-to-market brand -- Hello Kitty: the cute brand -- Google: the search brand -- CNN: the information brand -- Hotmail: the viral brand -- EVOLUTION BRANDS: Bacardi: the Caribbean brand -- HSBC: the acquisition brand -- Intel: the educating brand -- Samsung: the rising brand -- The last word. |
| Subject |
Brand name products -- Management.
|
|
Brand name products -- Management. |
| ISBN |
0749442573 |
|
