Brand success : how the world's top 100 brands thrive and survive / Matt Haig.

Rev. ed. of: Brand royalty : how the world's top 100 brands thrive and survive. 2004.

Includes bibliographical references (p. 290-291) and index.

Innovation brands -- Adidas: the performance brand -- Sony: the pioneer brand -- Hoover: the synonymous brand -- Xerox: the research brand -- American Express: the integrity brand -- L'Oréal: the individuality brand -- Mercedes-Benz: the prestige brand -- Nescafé: the instant brand -- Toyota: the big-picture brand -- Pioneer brands -- Heinz: the trust brand -- Colgate: the total brand -- Ford: the volume brand -- Gillette: the shaving brand -- Wrigley: the new thinking brand -- Distraction brands -- MTV: the youth brand -- Harry Potter: the story brand -- Disney: the nostalgic brand -- Streamlined brands -- Cosmopolitan: the revolutionary brand -- Nokia: the streamlined brand -- Toys 'R' Us: the contraction brand -- Subway: the focus brand -- Muscle brands -- IBM: the solution brand -- Wal-mart: the scale brand -- McDonald's: the service brand -- Nike: the sports brand -- Starbucks: the postmodern brand -- Microsoft: the dominance brand -- Distinction brands -- Pepsi: the differentiation brand -- Hush Puppies: the casual brand -- Timex: the durability brand -- Evian: the purity brand -- Duracell: the longer-lasting brand -- Danone: the health brand -- Heineken: the export brand -- Status brands -- Rolex: the superior brand -- Courvoisier: the mystery brand -- Louis Vuitton: the desirable brand -- Moët & Chandon: the vintage brand -- Burberry: the heritage brand -- BMW: the defining brand -- Gucci: the exclusive brand -- Tiffany & Co: the sparkling brand -- People brands -- Oprah Winfrey: the saviour brand -- Jennifer Lopez: the superstar brand -- David Beckham: the icon brand -- Responsibility brands -- Johnson & Johnson: the crisis management brand -- Ben & Jerry's: the caring brand -- Seeds of Change: the goodness brand -- Cafédirect: the fair-trade brand -- MAC: the cause brand -- Hewlett-Packard: the employee's brand -- Broad brands -- Yamaha: the ignored brand -- Caterpillar: the rugged brand -- Virgin: the elastic brand -- Emotion brands -- Apple: the cult brand -- Harley-Davidson: the masculine brand -- Zippo: the longevity brand -- Jack Daniel's: the personality brand -- Chrysler: the romance brand -- Guinness: the timeless brand -- Design brands -- IKEA: the democratic brand -- Audi: the advancement brand -- Bang & Olufsen: the improvement brand -- Muji: the minimal brand -- Vespa: the beautiful brand -- Converse: the heritage brand -- Volkswagen: the longevity brand -- Consistent brands -- Coco-Cola: the ultimate brand -- Nivea: the continuity brand -- Hard Rock Café: the memorabilia brand -- Clarins: the expertise brand -- Campbell's soup: the uniformity brand -- Budweiser: the targeted brand -- Advertiser brands -- Kraft: the household brand -- Absolut Vodka: the advertising brand -- Benetton: the colour brand -- Calvin Klein: the sex brand -- The Gap: the easy brand -- Diesel: the ironic brand -- Distribution brands -- Avon: the resilient brand -- Hertz: the credibility brand -- Domino's Pizza: the home-delivery brand -- Dell: the direct sales brand -- Amazon: the e-shopping brand -- Speed brands -- Reuters: the objective brand -- FedEx: the 'first' brand -- Zara: the speed-to-market brand -- Google: the search brand -- CNN: the information brand -- Hotmail: the viral brand -- Facebook: the social media brand -- Cisco: the make everyone faster brand -- BlackBerry: the brand with the fastest growing value -- Evolution brands -- Bacardi: the Caribbean brand -- HSBC: the acquisition brand -- Intel: the educating brand -- Samsung: the rising brand -- The BRIC brands -- Bank of China (BOC): the marathon brand -- Petrobras, Brazil: the political escapee brand -- Tata Nano, India: the People's brand -- The last word.

Brand success equals business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, the author 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. From Adidas to Zippo, we are guided through a gallery of some of the world's best-known names and given a rare insight into the secret of their success. It includes comments from brand managers, psychologists, academics and other experts.