附註:Includes bibliographical references and index.
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: 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' b
摘要:"Matt Haig has now set himself the controversial task of identifying the world's top 100 brands. The result is the most comprehensive, entertaining and illuminating collection of brand success stories ever told. From Adidas to Zippo, Beckham to Wrigley, Coca-Cola to Volkswagen, we're guided through a gallery of the world's best-known names and given a rare insight into the secrets of their success and what makes each absolutely unique." "With comment from brand managers, psychologists, academics, and other experts, Brand Royalty is a great resource for brand managers, marketers and students around the world."--Jacket.
