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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.

정보제공 :

CONTENTS
PREFACE = ⅷ
ACKNOWLEDGEMENTS = ⅸ
INTRODUCTION = ⅹ
 Context
 The origins of branding
 Values and visions
 Brands for the next century - future trends
 Assessing the world's greatest brands
THE WORLD'S TOP 100 BRANDS = xvi
THE WORLD'S TOP BRANDS BY SECTOR = xix
TOP BRANDS LISTED BY WEIGHT, LENGTH, BREADTH AND DEPTH = xxvii
The Brands = 1