Brand Success: How the World's Top 100 Brands Thrive and Survive

Enhanced descriptions from Syndetics:

Brand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, Brand Success applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication, to form an effective brand strategy. The result is a comprehensive, entertaining and illuminating book, featuring case studies from global brands such as adidas and Zippo, providing a gallery of some of the world's best-known brands with rare insight into the secret behind their success.

With comment from brand managers, psychologists, academics and other experts, Brand Success is a invaluable resource for brand managers, marketers and students alike, to truly understand what makes a brand successful.

Table of contents provided by Syndetics

• Introduction (p. 1)
• 01 Innovation brands (p. 7)
• 1 Adidas: the performance brand (p. 8)
• 2 Sony: the pioneer brand (p. 12)
• 3 Hoover: the synonymous brand (p. 14)
• 4 Xerox: the research brand (p. 16)
• 5 American Express: the integrity brand (p. 19)
• 6 Loreal: the individuality brand (p. 21)
• 7 Mercedes-Benz: the prestige brand (p. 25)
• 8 Nescafe: the instant brand (p. 27)
• 9 Toyota: the big-picture brand (p. 29)
• 02 Pioneer brands (p. 32)
• 10 Heinz: the trust brand (p. 33)
• 11 Colgate: the total brand (p. 35)
• 12 Ford: the volume brand (p. 37)
• 13 Gillette: the shaving brand (p. 39)
• 14 Wrigley: the new thinking brand (p. 41)
• 03 Distraction brands (p. 45)
• 15 MTV: the youth brand (p. 46)
• 16 Harry Potter: the story brand (p. 49)
• 17 Disney: the nostalgic brand (p. 53)
• 04 Streamlined brands (p. 59)
• 18 Cosmopolitan: the revolutionary brand (p. 60)
• 19 Nokia: the streamlined brand (p. 62)
• 20 Toys 'R' Us: the contraction brand (p. 63)
• 21 Subway: the focus brand (p. 65)
• 05 Muscle brands (p. 67)
• 22 IBM: the solution brand (p. 68)
• 23 Wal-Mart: the scale brand (p. 72)
• 24 McDonald's: the service brand (p. 74)
• 25 Nike: the. sports brand (p. 79)
• 26 Starbucks: the postmodern brand (p. 85)
• 27 Microsoft: the dominance brand (p. 89)
• 06 Distinction brands (p. 94)
• 28 Pepsi: the differentiation brand (p. 95)
• 29 Hush Puppies: the casual brand (p. 98)
• 30 Timex: the durability brand (p. 100)
• 31 Evian: the purity brand (p. 101)
• 32 Duracell: the longer-lasting brand (p. 104)
• 33 Danone: the health brand (p. 106)
• 34 Heineken: the export brand (p. 107)
• 07 Status brands (p. 110)
• 35 Rolex: the superior brand (p. 111)
• 36 Courvoisier: the mystery brand (p. 113)
• 37 Louis Vuitton: the desirable brand (p. 116)
• 38 Moet & Chandon: the vintage brand (p. 119)
• 39 Burberry: the heritage brand (p. 120)
• 40 BMW: the defining brand (p. 123)
• 41 Gucci: the exclusive brand (p. 124)
• 42 Tiffany & Co: the sparkling brand (p. 126)
• 08 People brands (p. 130)
• 43 Oprah Winfrey: the saviour brand (p. 131)
• 44 Jennifer Lopez: the superstar brand (p. 134)
• 45 David Beckham: the icon brand (p. 136)
• 09 Responsibility brands (p. 139)
• 46 Johnson & Johnson: the crisis management brand (p. 140)
• 47 Ben & Jerry's: the caring brand (p. 142)
• 48 Seeds of Change: the goodness brand (p. 148)
• 49 Cafedirect: the fair-trade brand (p. 150)
• 50 MAC: the cause brand (p. 154)
• 51Hewlett-Packard: the employees' brand (p. 156)
• 10 Broad brands (p. 160)
• 52 Yamaha: the ignored brand (p. 160)
• 53 Caterpillar: the rugged brand (p. 162)
• 54 Virgin: the elastic brand (p. 164)
• 11 Emotion brands (p. 168)
• 55 Apple: the cult brand (p. 168)
• 56 Harley-Davidson: the masculine brand (p. 172)
• 57 Zippo: the longevity brand (p. 174)
• 58 Jack Daniel's: the personality brand (p. 176)
• 59 Chrysler: the romance brand (p. 178)
• 60 Guinness: the timeless brand (p. 180)
• 12 Design brands (p. 184)
• 61 IKEA: the democratic brand (p. 185)
• 62 Audi: the advancement brand (p. 188)
• 63 Bang & Olufsen: the improvement brand 190
• 64 Muji: the minimal brand (p. 191)
• 65 Vespa: the beautiful brand (p. 194)
• 66 Converse: the heritage brand (p. 197)
• 67 Volkswagen: the longevity brand (p. 198)
• 13 Consistent brands (p. 201)
• 68 Coca-Cola: the ultimate brand (p. 202)
• 69 Nivea: the continuity brand (p. 206)
• 70 Hard Rock Cafe: the memorabilia brand (p. 207)
• 71 Clarins: the expertise brand (p. 209)
• 72 Campbell's soup: the uniformity brand (p. 210)
• 73 Budweiser: the targeted brand (p. 212)
• 14 Advertiser brands (p. 216)
• 74 Kraft: the household brand (p. 216)
• 75 Absolut Vodka: the advertising brand (p. 219)
• 76 Benetton: the colour brand (p. 222)
• 77 Calvin Klein: the sex brand (p. 226)
• 78 The Gap: the easy brand (p. 228)
• 79 Diesel: the ironic brand (p. 230)
• 15 Distribution brands (p. 234)
• 80 Avon: the resilient brand (p. 235)
• 81 Hertz: the credibility brand (p. 237)
• 82 Domino's Pizza: the home-delivery brand (p. 239)
• 83 Dell: the direct sales brand (p. 243)
• 84 Amazon: the e-shopping brand (p. 245)
• 16 Speed brands (p. 250)
• 85 Reuters: the objective brand (p. 251)
• 86 FedEx: the 'first' brand (p. 252)
• 87 Zara: the speed-to-market brand (p. 254)
• 88 Google: the search brand (p. 256)
• 89 CNN: the information brand (p. 259)
• 90 Hotmail: the viral brand (p. 261)
• 91 Facebook: the social media brand (p. 262)
• 92 Cisco: the make everyone faster brand (p. 265)
• 93 BlackBerry: the brand with the fastest growing value (p. 267)
• 17 Evolution brands (p. 271)
• 94 Bacardi: the Caribbean brand (p. 272)
• 95 HSBC: the acquisition brand (p. 273)
• 96 Intel: the educating brand (p. 275)
• 97 Samsung: the rising brand (p. 278)
• 18 The BRIC brands (p. 280)
• 98 Bank of China (BOC): the marathon brand (p. 281)
• 99 Petrobras, Brazil: the political escapee brand (p. 284)
• 100 Tata Nano, India: the People's brand (p. 285)
• The last word (p. 288)
• References (p. 290)
• Index (p. 292)

Reviews provided by Syndetics

CHOICE Review

Product development represents the lifeblood of an organization and, considering product failure rates, is arguably the aspect of marketing most difficult to get right. The stakes are higher than ever for launching products, so the lessons learned from experience can be extremely compelling. These two books offer a penetrating look into what makes the world's top brands flourish and what makes others miss the mark and crash. Each book is teeming with examples that are presented in very readable language. Perhaps the most valuable parts of the books are the "secrets of success" (for how and why top brands thrive) and the "lessons to be learned" (for what contributed to mistakes and failed brands). These pearls of wisdom are presented at the conclusion of each brand's history. Especially illuminating are the author's "seven deadly sins of branding" and the myths that are associated with failed brands.Marketers would do well to recognize there are several formulas for both success and failure, and there is a "story behind the story" for each brand that has made or missed the mark. An unyielding commitment to customer value and satisfaction is a hallmark for success, and Brand Success is a signature description and analysis of the road to establishing product differentiation and brand equity, which are difficult for competitors to match. Suggestion: read the book on failures first; the successes take on added meaning when one is aware of what bumps in the road were avoided by the foresight, planning, and managing at the foundation of successful brands. Summing Up: Highly recommended. All readers, especially upper-division undergraduate and graduate business students, researchers, and practitioners. N. A. Govoni Babson College