Ultimate Book of Business Brands

The Ultimate Book of Business Brands contains a unique summary of the breakthrough brands that have captured the hearts and minds of people throughout the world. The Ultimate Book of Business Brands shows how apparently ordinary products and services are transformed into business legends. Brands have become one of the most powerful competitive weapons in the business arsenal, and this book will give you the inside track on just how these winning brands have been created and sustained. Acknowledgements.

Introduction.

American Express.

Apple.

Barbie.

Benetton.

Budweiser.

Coca-Cola.

Disney.

Federal Express.

The Gap.

General Electric.

Gillette.

Goodyear.

Guinness.

Håagen-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.

Nescafé.

Nike .

Red Cross.

Reuters.

Rolls-Royce.

Sears, Roebuck.

Sony.

Starbucks.

Swatch.

Toyota.

Virgin.

Wal-Mart.

Wrigley's.

Xerox.

Yamaha.

Index.

STUART CRAINER is the author of The Management Century. His work appears in The Times and leading business magazines including Across the Board, Strategy and Business and Business 2.0.

DES DEARLOVE is the co-author, with Stephen Coomber, of Architects of the Business Revolution. He is a former commissioning editor of The Times, and remains a frequent contributor to the newspaper. His work appears in business publications worldwide including Across the Board, Chief Executive Magazine and Strategy & Business.
Stuart Crainer and Des Dearlove are the founders of the business content, concepts and consulting firm, Suntop Media. Their book credits include the international bestseller The Financial Times Handbook of Management, Gravy Training and the Career Adventurer's Fieldbook (co-authored with Stephen Coomber). THE ULTIMATE BOOK OF BUSINESS BRANDS

Brands are an ever-present part of our lives. Almost everything can be branded it seems - from a box of eggs to an entire country. Brands are emotive - they can capture the hearts and minds of the whole world and inspire unparalleled loyalty and affection. Brands are also powerful weapons. They can completely change consumer behaviour and dominate the landscape of entire industries. So, what is at the heart of a truly great brand and how do the greatest of them achieve their iconic status.

This completely updated edition of The Ultimate Book of Business Brands uncovers the secrets behind the world's greatest brands, from American Express to Yamaha and from Apple to Xerox. Des Dearlove and Stuart Crainer have included additional entries to an already extensive list -- all revealing the origin, definition, growth, execution, reach and success of each brand.

The Ultimate Book of Business Brands shows how ordinary products and services are transformed into business legends, and may even inspire you to create the next Benetton, Gap or Guinness.

Featuring:

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