Cover image for The ultimate book of business brands : insights from the world's 50 greatest brands
Title:
The ultimate book of business brands : insights from the world's 50 greatest brands
Author:
Dearlove, Des.
Personal Author:
Publication Information:
Dover, N.H. ; Oxford : Capstone, 1999.
Physical Description:
xxxii, 231 pages ; 24 cm
Language:
English
Added Author:
ISBN:
9781841120164
Format :
Book

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HD69.B7 D43 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

The greatest brands of all capture the hearts, minds and dollars of the whole world. They break out of business and become part of everyday life, inspiring unparalleled loyalty and even affection. But, how do they do it? The Ultimate Book of Business Brands shows how apparently ordinary products and services are transformed into business legends. Des Dearlove and Stuart Crainer tell the inspiring stories behind industry greats like Starbucks, Adidas, Ferrari and Marlboro. You will discover the brand-building secrets of giants like Toyota, Disney, Sony, Guiness and Hoover.

In a world of mass consumerism and global marketing, brands have become the most powerful competitive weapon of all. The Ultimate Book of Business Brands could inspire you to create the next Benetton, Ben and Jerry's or even The Grateful Dead.


Author Notes

Stuart Crainer (Oxford, U.K.) is a noted business and management writer who contributes regularly to The Financial Times, The (London) Times, the British Airlines in-flight magazine, Across the Board, and other publications. His many books include The Ultimate Business Library, The Ultimate Book of Business Quotations, The Ultimate Book of Business Gurus, Business the Jack Welch Way, and Business the Rupert Murdoch Way.

050


Table of Contents

Acknowledgements
Introduction
American Express
Apple
Barbie
Benetton
Budweiser
Coca-Cola
Disney
Federal Express
The Gap
General Electric
Gillette
Goodyear
Guinness
H?Yagen-Dazs
Harley-Davidson
Harvard Business School
Heineken
Heinz
Hertz Car-Hire
Hewlett-Packard
Holiday Inn
Hoover
IBM.Ikea
Intel
Kellogg's
Kodak
Lego
Levi-Strauss
Marlboro
Mars
McDonald's
McKinsey & Co
Mercedes-Benz
Microsoft
Nescaf??.Nike
Red Cross
Reuters
Rolls-Royce
Sears, Roebuck
Sony
Starbucks
Swatch
Toyota
Virgin
Wal-Mart
Wrigley's
Xerox
Yamaha
Index