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

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Kogan Page, 2011 - Business & Economics - 296 pages
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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. From Adidas to Zippo, we're guided through a gallery of some of the world's best-known names and given 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. For the rest of us, it's simply a great read.

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User Review  - phoenixcomet - LibraryThing

I admit it. I like marketing. I am always fascinated by how a company becomes as big as it does and how/ what it is selling. In Brand Success, Matt Haig looks at the world's top 100 brands and ... Read full review

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About the author (2011)

Matt Haig is an acclaimed writer and journalist. He is the author of the the best-selling Brand Failures, (published by Kogan Page) and also several best-selling novels, including The Radleys, The Dead Fathers Club and The Last Family in England (Vintage).

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