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

<p>Brand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, <i><b>Brand Success</b></i> applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication, to form an effective brand strategy. The result is a comprehensive, entertaining and illuminating book, featuring case studies from global brands such as adidas and Zippo, providing a gallery of some of the world's best-known brands with rare insight into the secret behind their success. <p>With comment from brand managers, psychologists, academics and other experts, <b><i>Brand Success</i></b> is a invaluable resource for brand managers, marketers and students alike, to truly understand what makes a brand successful.</p>