How The World's Top 100 Brands Thrive & SurviveeBook - 2004
The aim of Brand Royalty is to be more than simply the most comprehensive collection of brand success stories ever. It will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context. It is entertaining and lively, as well as of practical use, with comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners. It argues, controversially, that consumers and businesses share equal responsibility for the brands which surround us. Ultimately though, it is intended to be an enjoyable and thought-provoking read.
Publisher: London ; Sterling, Va. : Kogan Page, 2004.
Characteristics: vi, 314 p. : ill. (some col.) ; 25 cm.