Brand Royalty

Brand Royalty

By Matt Haig

How the World’s Top 100 Brands Thrive & Survive

Brand success=business success. A simple equation, but as no two brands are the same, identifying what those winning qualities are is not easy. And given that the whole point of branding is to create a distinct identity, it’s absurd to look for a single magic formula.

 

Read Chapter 5: Muscle Brands
Brands discussed include IBM, Wal-Mart, McDonald’s, Nike, Starbucks, and Microsoft.

 


Chapter 5 from Brand Royalty by Matt Haig, ISBN: 978 0 7494 4826 4 published by Kogan Page, $19.95. Copyright Matt Haig, 2004. Reproduced by permission of Kogan Page. Visit Kogan Page for more details.
 

Matt Haig

Copyright © 2004, Matt Haig. All rights reserved.

Book Excerpts

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at Advertising Educational Foundation