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

Brand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, author Matt Haig applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication. The result is a comprehensive, entertaining and illuminating collection. Haig guides readers through a gallery of some of the world's best-known names from Adidas to Zippo, and offers a rare insight into the secret of their success. With comments from brand managers, psychologists, academics and other experts, Brand Success is a great resource for brand managers, marketers and students.

Binding Type: Paperback
Publisher: Kogan Page
Published: 07/15/2011
ISBN: 9780749462871
Pages: 296
Weight: 0.84lbs
Size: 8.48h x 5.48w x 0.66d

Review Citations: Choice 12/01/2011
Reference and Research Bk News 08/01/2011 pg. 68