The World's Greatest Brands

Author: Nick Kochan

Publisher: Springer

ISBN: 1349141143

Category: Business & Economics

Page: 188

View: 7388

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The magic of brands is as old as Coke and as young as Tango. But getting beneath the packaging to understand a brand's winning technique is tough. Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide? The World's Greatest Brands asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques. This is a unique compilation on a subject with a fascination for all consumers. No-one who enjoys the benefits of great brands can fail to enjoy and profit from this book.

World's greatest brands

an international review

Author: Interbrand (Firm)

Publisher: John Wiley & Sons Inc

ISBN: N.A

Category: Business & Economics

Page: 256

View: 4132

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The importance of brand-name identification is not taken lightly (especially by their owners). It can make or break an organization. By focusing on over 300 of the world's leading trademarks, Interbrand provides an overview of the brand arena. Industries covered range from automobiles to financial services. Describes what makes each brand powerful and how each is differentiated from its competitors on a brand-by-brand basis. Also explores branding trends in different industries and countries.

The World's Greatest Brands

Author: Nicholas Kochan

Publisher: NYU Press

ISBN: 9780814747018

Category: Business & Economics

Page: 232

View: 7930

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We all know a successful brand when we see one. But why do some succeed when others fail? From Coca-Cola to Microsoft, from Ben and Jerry's to Reebok, The World's Greatest Brands looks at the histories of successful brands, ranking them by achievement and focusing on their individual recipes for success. Opening with a discussion of the way branding works, the latest trends in branding, and the tenets of successful branding, The World's Greatest Brands provides a table of the world's greatest brands, with an analysis of the success of brands in a number of different product categories, regions, and sectors. Including hundreds of glossy color photographs, this book will be instrumental to anyone interested in brands and how they can be created, sustained, and strengthened.

The Unauthorized Guide to Doing Business the Richard Branson Way

10 Secrets of the World's Greatest Brand Builder

Author: Des Dearlove

Publisher: John Wiley & Sons

ISBN: 9781907293245

Category: Business & Economics

Page: 176

View: 4841

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Richard Branson, the international powerhouse entrepreneur, is an opportunist with an uncanny knack of sniffing out great deals where others hesitate or fear to tread. Branson is the ultimate brand builder and never before has a single brand been so successfully deployed across such a diverse range of goods and services. So how does he do it? The Unauthorized Guide to Doing Business the Richard Branson Way draws out the universal lessons from Richard Branson's remarkable success and identifies 10 strategies that can be applied to any business or career: 1. Pick on someone bigger than you 2. Do the hippy, hippy shake 3. Haggle: everything's negotiable 4. Make work fun 5. Do right by your brand 6. Smile for the cameras 7. Don't lead sheep, herd cats 8. Move faster than a speeding bullet 9. Size does matter 10. Never lose the common touch Want to be the best? The secrets of phenomenal success are in your hands. Check out the other Unauthorized Guides in this series: Jamie Oliver; Duncan Bannatyne; Alan Sugar; Bill Gates; and Philip Green.

Business the Richard Branson Way

10 Secrets of the World's Greatest Brand Builder

Author: Des Dearlove

Publisher: Amacom Books

ISBN: 9780814470350

Category: Business & Economics

Page: 172

View: 9294

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Now you can find out what ten key business secrets lie at the heart of the Branson management style and the Virgin empire. Business the Richard Branson Way charts his spectacular career and examines how his unique abilities - as savvy negotiator, dazzling newsmaker, creative leader, and more - have made him one of the most colorful, dynamic, and successful businessmen in the world.

Experiential Marketing

Secrets, Strategies, and Success Stories from the World's Greatest Brands

Author: Kerry Smith,Dan Hanover

Publisher: John Wiley & Sons

ISBN: 1119145872

Category: Business & Economics

Page: 224

View: 9777

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The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

FUSION

How Integrating Brand and Culture Powers the World's Greatest Companies

Author: Denise Lee Yohn

Publisher: Hachette UK

ISBN: 147367705X

Category: Business & Economics

Page: 240

View: 2668

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'Leaders everywhere are trying to build great brands, but few realise how powerfully brands are shaped by the cultures of their organizations. This compelling book shows how.' -Adam Grant, New York Times bestselling author of Originals and Give and Take In FUSION, Denise Lee Yohn examines some of the world's greatest organizations and reverse-engineers their greatness - specifically how they've integrated what's on the inside (culture) with what's on the outside (brand) for remarkable results. Through detailed case studies, interviews with industry leaders, findings from respected academic research and drawing on her own experience working with extraordinary brands across a broad range of sectors, Denise shows how great companies achieve the brand-culture fusion that creates extraordinary results and growth. FUSION is for those with responsibility and oversight for the core operations of their business (C-Suite and line managers) who also set the tone and direction for their companies. The book includes access to Denise's proprietary online assessment for determining how close to or how far from brand/culture integration a company is and a blueprint for achieving brand-culture fusion.

HOW JESUS BECAME THE WORLD'S BEST SELLING BRAND

The Art of Self-Differentiation and Self-Marketing

Author: DEJI McWORD

Publisher: AuthorHouse

ISBN: 9781477239797

Category: Religion

Page: 228

View: 5221

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The book 'How Jesus Became The World's Best Selling Brand', in a lucid narrative, explores the human side of a being whose birthday remains the world's most celebrated and commercialized event/season, as His biography is an all-time world bestseller. It scoops pragmatic celebrity pr/personal branding tutorials from His life and exploits. It's like dissecting Jose Mourinho or Jack Welch's brand and telling the world what makes him thick. It does not only tell you how Jesus became the world's best-selling brand, it brings to your knowledge what He did to weigh so much on the scale of relevance and how you can do the same to be the best you can be. It is a genuine and sure road map that shows the way from the obscure backside of the woods to the fore front of life where you become the very centre of attraction even as you assume the status of a good-doing brand It is for positioning quantum that wrought top-of-the-mind visibility, fulfillment, profitability and social relevance for personal brands in their various leagues-taking cognizance of the realities of the modern world.

Brands and Branding

Author: Stephen Brown

Publisher: SAGE

ISBN: 1473988047

Category: Business & Economics

Page: 296

View: 9359

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A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

Brand Fans

Lessons from the World's Greatest Sporting Brands

Author: Aaron C.T. Smith,Constantino Stavros,Kate Westberg

Publisher: Springer

ISBN: 3319488546

Category: Business & Economics

Page: 249

View: 9292

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Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.

A New Brand World

8 Principles for Achieving Brand Leadership in the 21st Century

Author: Scott Bedbury

Publisher: Penguin

ISBN: 9780142001905

Category: Business & Economics

Page: 220

View: 9472

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A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed. Reprint.

Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author: M. Robinson

Publisher: Springer

ISBN: 1137388072

Category: Business & Economics

Page: 153

View: 3278

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Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.

Brand Revolution

Rethinking Brand Identity

Author: M. Sicard

Publisher: Springer

ISBN: 1137019492

Category: Business & Economics

Page: 171

View: 1843

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Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand.

Brand Against the Machine

How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

Author: John Michael Morgan

Publisher: John Wiley & Sons

ISBN: 1118160339

Category: Business & Economics

Page: 224

View: 2444

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Ditch traditional corporate branding to create a powerful,recognizable brand Brand Against the Machine offers proven and actionablesteps for companies and entrepreneurs to increase their brandvisibility and credibility, and to create an indispensable brandthat consumers can relate to, thus becoming life-long customers.Discover the aspirational currency that makes your brand one thatpeople want to be or want to be friends with. Learn how to be realwith your audience and make strategic associations to establishcredibility. Brand Against the Machine will help you standout, get noticed, and be remembered. Brand Against the Machine is the blueprint for how tomarket your brand to attract better clients and stand out from theclutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from thecrowd and position yourself as a resource, not just another serviceprovider The 20/60/20 Rule: Why it's important to take a stand and whyit's okay to have haters—because it creates a stronger bondwith those who love you Ditch your traditional corporate branding and marketing, andexchange it for something memorable. Your customers will thank youfor it.

How Coca-Cola Took Over the World

And 100 More Amazing Stories about the World's Greatest Brands

Author: Giles Lury

Publisher: Lid Publishing

ISBN: 9781911498254

Category: Brand name products

Page: 192

View: 1880

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A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world's greatest brands, including Tiffany's, Mercedes, Apple, Pinterest, Chanel No. 5, Corona, Brewdog, Spanx, LG, KFC, WWF, Guinness World Records and Coca-Cola. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation, and repositioning and renovation. For each story, the author has drawn a moral - a marketing principle that can be applied to many brand and marketing challenges facing businesses today. When pulled together as they are by the author in the final chapter, they provide the reader with a compelling and inspirational toolbox.

Creating Value Through People

Discussions with Talent Leaders

Author: Mercer, LLC

Publisher: John Wiley & Sons

ISBN: 9780470455043

Category: Business & Economics

Page: 288

View: 9756

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Practical guidance on how to empower people to do their best. Filled with stories by and fascinating interviews with human capital innovators, Making a Difference Through People provides practical guidance on how to empower people to deliver their best performance by employing their guiding principles. Offering relevant strategies and tactics, each interview is preceded by an introduction that provides a biographical recap and a brief discussion of each innovator. Mercer is the global leader for trusted HR and related financial advice, products and services. They work with clients at enhancing the financial and retirement security, health, productivity and employment relationships of the global workforce. M. Michele Burns is Chairman and Chief Executive Officer of Mercer Prior to being named Chairman and CEO of Mercer, Ms. Burns held the position of Chief Financial Officer for MMC.

The Global Brand

How to Create and Develop Lasting Brand Value in the World Market

Author: Nigel Hollis

Publisher: St. Martin's Press

ISBN: 9780230615410

Category: Business & Economics

Page: 272

View: 4861

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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP


America's greatest brands

Author: Stephen P. Smith,American Brands Council

Publisher: Amer Greatest Brands

ISBN: N.A

Category: Business & Economics

Page: 156

View: 1255

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Pays tribute to America's strongest brand icons. Reveals brand history, heritage, market positionin and achievements as well as many fascinating insights into more than 70 of America's leading brands.

Transformative HR

How Great Companies Use Evidence-Based Change for Sustainable Advantage

Author: John W. Boudreau,Ravin Jesuthasan

Publisher: John Wiley & Sons

ISBN: 1118102517

Category: Business & Economics

Page: 288

View: 1319

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Proven HR strategies that can have a real impact onorganizational success This book demonstrates how some of the world's most admired andprominent organizations are redefining HR leadership by usingevidence-based change to inform human capital decisions thatoptimize efficiency, effectiveness and strategic impact. Theauthors present the five foundational principles to the new HRdecision science: Logic-driven analytics, segmentation, riskleverage, synergy and integration and optimization. Includes practical suggestions and approaches to helpexecutives put the book's principles into action Contains insight based on the experiences of leading globalorganization such as PNC Bank, CME Group, Royal Bank of Scotland,Deutsche Telekom and Shanda Interactive Entertainment Features in-depth case studies of 6 international companies:Coca-Cola, Khazanah Nasional Berhad, IBM, Ameriprise Financial,Royal Bank of Canada and Royal Bank of Scotland This groundbreaking book reveals a new approach to deliversustainable change and business results. It is enhanced withsuccess stories from leading companies that engage leadership andinvolve employees in ways that make a lasting impact on theircompanies.