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© 1996

The World’s Greatest Brands

  • Editors
  • Nicholas Kochan
Book

Table of contents

  1. Front Matter
    Pages i-xxviii
  2. Nicholas Kochan
    Pages 1-188

About this book

Introduction

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.

Keywords

brand branding Trends

Bibliographic information

  • Book Title The World’s Greatest Brands
  • Editors Nick Kochan
  • DOI https://doi.org/10.1007/978-1-349-14114-2
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 1996
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection Business and Management (R0)
  • Hardcover ISBN 978-0-333-66419-3
  • Softcover ISBN 978-1-349-14116-6
  • eBook ISBN 978-1-349-14114-2
  • Edition Number 1
  • Number of Pages XXVIII, 188
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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