Enhanced descriptions from Syndetics:

Brand Royalty is 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, lively and practical, 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 an enjoyable and thought-provoking read.The cases are grouped as: Omnibrands; Antique brands; Invisibrands; Myth brands; Magic brands; Fan brands; Easy brands; Low brands; High brands; Conscience brands; People brands; Trust brands; Media brands; Purity brands; Cupboard brands; Performance brands.

Table of contents provided by Syndetics

• Introduction (p. 1)
• 1 Innovation brands (p. 5)
• 1 Adidas: the performance brand (p. 6)
• 2 Sony: the pioneer brand (p. 10)
• 3 Hoover: the synonymous brand (p. 13)
• 4 Xerox: the research brand (p. 15)
• 5 American Express: the integrity brand (p. 18)
• 6 L'Oreal: the individuality brand (p. 20)
• 7 Durex: the safe brand (p. 25)
• 8 Mercedes-Benz: the prestige brand (p. 27)
• 9 Nescafe: the instant brand (p. 29)
• 10 Toyota: the big-picture brand (p. 31)
• 2 Pioneer brands (p. 33)
• 11 Heinz: the trust brand (p. 34)
• 12 Kellogg's: the familiarity brand (p. 36)
• 13 Colgate: the total brand (p. 39)
• 14 Ford: the volume brand (p. 40)
• 15 Goodyear: the leadership brand (p. 43)
• 16 Gillette: the shaving brand (p. 45)
• 17 Kleenex: the disposable brand (p. 47)
• 18 Wrigley: the new thinking brand (p. 49)
• 3 Distraction brands (p. 53)
• 19 MTV: the youth brand (p. 54)
• 20 Harry Potter: the story brand (p. 57)
• 21 Barbie: the escapist brand (p. 62)
• 22 Disney: the nostalgic brand (p. 66)
• 4 Streamlined brands (p. 73)
• 23 Cosmopolitan: the revolutionary brand (p. 74)
• 24 Nokia: the streamlined brand (p. 76)
• 25 Toys 'R' Us: the contraction brand (p. 78)
• 26 Subway: the focus brand (p. 79)
• 5 Muscle brands (p. 83)
• 27 IBM: the solution brand (p. 84)
• 28 Wal-Mart: the scale brand (p. 88)
• 29 McDonald's: the service brand (p. 91)
• 30 Nike: the sports brand (p. 96)
• 31 Starbucks: the postmodern brand (p. 103)
• 32 Microsoft: the dominance brand (p. 107)
• 6 Distinction brands (p. 113)
• 33 Pepsi: the differentiation brand (p. 114)
• 34 Hush Puppies: the casual brand (p. 117)
• 35 Timex: the durability brand (p. 119)
• 36 Evian: the purity brand (p. 121)
• 37 Duracell: the longer-lasting brand (p. 124)
• 38 Danone: the health brand (p. 125)
• 39 Heineken: the export brand (p. 127)
• 7 Status brands (p. 131)
• 40 Rolex: the superior brand (p. 132)
• 41 Courvoisier: the mystery brand (p. 135)
• 42 Louis Vuitton: the desirable brand (p. 137)
• 43 Moet & Chandon: the vintage brand (p. 140)
• 44 Burberry: the heritage brand (p. 142)
• 45 BMW: the defining brand (p. 145)
• 46 Gucci: the exclusive brand (p. 146)
• 47 Tiffany & Co: the sparkling brand (p. 148)
• 8 People brands (p. 153)
• 48 Oprah Winfrey: the saviour brand (p. 154)
• 49 Jennifer Lopez: the superstar brand (p. 157)
• 50 David Beckham: the icon brand (p. 160)
• 9 Responsibility brands (p. 163)
• 51 Johnson & Johnson: the crisis management brand (p. 164)
• 52 Ben & Jerry's: the caring brand (p. 167)
• 53 Seeds of Change: the goodness brand (p. 173)
• 54 Cafedirect: the fair-trade brand (p. 176)
• 55 MAC: the cause brand (p. 180)
• 56 Hewlett-Packard: the employees' brand (p. 183)
• 10 Broad brands (p. 187)
• 57 Yamaha: the ignored brand (p. 188)
• 58 Caterpillar: the rugged brand (p. 190)
• 59 Virgin: the elastic brand (p. 191)
• 11 Emotion brands (p. 197)
• 60 Apple: the cult brand (p. 197)
• 61 Harley-Davidson: the masculine brand (p. 201)
• 62 Zippo: the longevity brand (p. 203)
• 63 Jack Daniel's: the personality brand (p. 205)
• 64 Chrysler: the romance brand (p. 208)
• 65 Guinness: the timeless brand (p. 210)
• 12 Design brands (p. 215)
• 66 IKEA: the democratic brand (p. 216)
• 67 Audi: the advancement brand (p. 220)
• 68 Bang & Olufsen: the improvement brand (p. 222)
• 69 Muji: the minimal brand (p. 224)
• 70 Vespa: the beautiful brand (p. 227)
• 71 Converse: the heritage brand (p. 230)
• 72 Volkswagen the longevity brand (p. 231)
• 13 Consistent brands (p. 235)
• 73 Coca-Cola: the ultimate brand (p. 236)
• 74 Nivea: the continuity brand (p. 240)
• 75 Hard Rock Cafe: the memorabilia brand (p. 242)
• 76 Clarins: the expertise brand (p. 243)
• 77 Campbell's soup: the uniformity brand (p. 245)
• 78 Budweiser: the targeted brand (p. 247)
• 14 Advertiser brands (p. 251)
• 79 Kraft: the household brand (p. 252)
• 80 Absolut Vodka: the advertising brand (p. 254)
• 81 Benetton: the colour brand (p. 257)
• 82 Calvin Klein: the sex brand (p. 262)
• 83 The Gap: the easy brand (p. 264)
• 84 Diesel: the ironic brand (p. 267)
• 15 Distribution brands (p. 271)
• 85 Avon: the resilient brand (p. 272)
• 86 Hertz: the credibility brand (p. 274)
• 87 Domino's Pizza: the home-delivery brand (p. 277)
• 88 Dell: the direct sales brand (p. 281)
• 89 Amazon: the e-shopping brand (p. 283)
• 16 Speed brands (p. 289)
• 90 Reuters: the objective brand (p. 290)
• 91 FedEx: the 'first' brand (p. 291)
• 92 Zara: the speed-to-market brand (p. 293)
• 93 Hello Kitty: the cute brand (p. 296)
• 94 Google: the search brand (p. 298)
• 95 CNN: the information brand (p. 301)
• 96 Hotmail: the viral brand (p. 304)
• 17 Evolution brands (p. 307)
• 97 Bacardi: the Caribbean brand (p. 308)
• 98 HSBC: the acquisition brand (p. 310)
• 99 Intel: the educating brand (p. 312)
• 100 Samsung: the rising brand (p. 314)
• The last word (p. 317)
• References (p. 319)
• Index (p. 321)

Excerpt provided by Syndetics

Introduction 1 The brand as religion 2 The 100 choices 3 1. Innovation brands 5 1 Adidas: the performance brand 6 2 Sony: the pioneer brand 10 3 Hoover: the synonymous brand 13 4 Xerox: the research brand 15 5 American Express: the integrity brand 18 6 L'Oréal: the individuality brand 20 7 Durex: the safe brand 25 8 Mercedes-Benz: the prestige brand 27 9 Nescafé: the instant brand 29 10 Toyota: the big-picture brand 31 2. Pioneer brands 33 11 Heinz: the trust brand 34 12 Kellogg's: the familiarity brand 36 13 Colgate: the total brand 39 14 Ford: the volume brand 40 15 Goodyear: the leadership brand 43 16 Gillette: the shaving brand 45 17 Kleenex: the disposable brand 47 18 Wrigley: the new thinking brand 49 3. Distraction brands 53 19 MTV: the youth brand 54 20 Harry Potter: the story brand 57 21 Barbie: the escapist brand 62 22 Disney: the nostalgic brand 64 4. Streamlined brands 73 23 Cosmopolitan: the revolutionary brand 74 24 Nokia: the streamlined brand 76 25 Toys 'R' Us: the contraction brand 78 26 Subway: the focus brand 79 5. Muscle brands 83 27 IBM: the solution brand 84 28 Wal-Mart: the scale brand 88 29 McDonald's: the service brand 91 30 Nike: the sports brand 96 31 Starbucks: the postmodern brand 103 32 Microsoft: the dominance brand 107 6. Distinction brands 113 33 Pepsi: the differentiation brand 114 34 Hush Puppies: the casual brand 117 35 Timex: the durability brand 119 36 Evian: the purity brand 121 37 Duracell: the longer-lasting brand 124 38 Danone: the health brand 125 39 Heineken: the export brand 127 7. Status brands 131 40 Rolex: the superior brand 132 41 Courvoisier: the mystery brand 135 42 Louis Vuitton: the desirable brand 137 43 Moët & Chandon: the vintage brand 140 44 Burberry: the heritage brand 142 45 BMW: the defining brand 145 46 Gucci: the exclusive brand 146 47 Tiffany & Co: the sparkling brand 148 8. People brands 153 48 Oprah Winfrey: the saviour brand 154 49 Jennifer Lopez: the superstar brand 157 50 David Beckham: the icon brand 160 9. Responsibility brands 163 51 Johnson & Johnson: the crisis management brand 164 52 Ben & Jerry's: the caring brand 167 53 Seeds of Change: the goodness brand 173 54 Cafédirect: the fair-trade brand 176 55 MAC: the cause brand 180 56 Hewlett-Packard: the employees' brand 183 10. Broad brands 187 57 Yamaha: the ignored brand 188 58 Caterpillar: the rugged brand 190 59 Virgin: the elastic brand 191 11. Emotion brands 197 60 Apple: the cult brand 197 61 Harley-Davidson: the masculine brand 201 62 Zippo: the longevity brand 203 63 Jack Daniel's: the personality brand 205 64 Chrysler: the romance brand 208 65 Guinness: the timeless brand 210 12. Design brands 215 66 IKEA: the democratic brand 216 67 Audi: the advancement brand 220 68 Bang & Olufsen: the improvement brand 222 69 Muji: the minimal brand 224 70 Vespa: the beautiful brand 227 71 Converse: the heritage brand 230 72 Volkswagen: the longevity brand 231 13. Consistent brands 235 73 Coca-Cola: the ultimate brand 236 74 Nivea: the continuity brand 240 75 Hard Rock Café: the memorabilia brand 242 76 Clarins: the expertise brand 243 77 Campbell's soup: the uniformity brand 245 78 Budweiser: the targeted brand 247 14. Advertiser brands 251 79 Kraft: the household brand 252 80 Absolut Vodka: the advertising brand 254 81 Benetton: the colour brand 257 82 Calvin Klein: the sex brand 262 83 The Gap: the easy brand 264 84 Diesel: the ironic brand 267 15. Distribution brands 271 85 Avon: the resilient brand 272 86 Hertz: the credibility brand 274 87 Domino's Pizza: the home-delivery brand 277 88 Dell: the direct sales brand 281 89 Amazon: the e-shopping brand 283 16. Speed brands 289 90 Reuters: the objective brand 290 91 FedEx: the 'first' brand 291 92 Zara: the speed-to-market brand 293 93 Hello Kitty: the cute brand 296 94 Google: the search brand 298 95 CNN: the information brand 301 96 Hotmail: the viral brand 304 17. Evolution brands 307 97 Bacardi: the Caribbean brand 308 98 HSBC: the acquisition brand 310 99 Intel: the educating brand 312 100 Samsung: the rising brand 314 Excerpted from Brand Royalty: How the World's Top 100 Brands Thrive and Survive by Matt Haig All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Reviews provided by Syndetics

CHOICE Review

Well-known business author Haig undertook the monumental task of not only compiling a list of the top 100 most successful brands but also outlining the varied reasons for their success. His criteria for selecting brands transcend financial success to include a host of other variables such as longevity and innovativeness. Such a listing is guaranteed to be controversial. While brands well known to Americans are included (e.g., Ford, Kellogg, and Disney), some unfamiliar to most Americans are also listed (e.g., Seeds of Change, Bang & Olufsen, and Muji). Conversely, successful brands such as Citibank and KFC are absent. The list is grouped into 17 categories (e.g., "Distraction Brands" and "Status Brands"), and each brand is briefly described (e.g., Pepsi--the differentiation brand; Coke--the ultimate brand). Whatever one's opinion of the brands Haig selected for this work, his insight into each brand is invaluable. Each brand's history is briefly presented along with Haig's conclusions concerning the "secrets of success" and a few brand facts; e.g., Kleenex (the disposable brand) owes its success to consumer insight and new variations. Besides being educational, this book is entertaining and easy to read. ^BSumming Up: Highly recommended. Public, academic, upper-division undergraduate and up, and professional library collections. G. Riecken Georgia Southern Univesity