Table of contents

  1. Front Matter
    Pages i-xvi
  2. Paul Stobart
    Pages 1-16
  3. Donald Keough
    Pages 17-32
  4. Anthony Tennant
    Pages 33-52
  5. Camillo Pagano
    Pages 53-64
  6. Allen Sheppard
    Pages 85-101
  7. Werner Niefer
    Pages 103-119
  8. Terry Leahy
    Pages 121-136
  9. Nicolò Polla
    Pages 137-150
  10. Luciano Benetton
    Pages 151-165
  11. Garo Partoyan
    Pages 167-187
  12. Michael Birkin
    Pages 209-223
  13. Keijiro Nakabe
    Pages 225-240
  14. John Murphy
    Pages 241-255

About this book


An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.


brand branding Franchising marketing Motive Retail Brand

Editors and affiliations

  • Paul Stobart
    • 1
  1. 1.Interbrand Group PlcUK

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods