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Table Of Contents

Introduction
The brand as religion
The 100 choices
Innovation brands
1Adidas: the performance brand
2Sony: the pioneer brand
3Hoover: the synonymous brand
4Xerox: the research brand
5American Express: the integrity brand
6L’Oréal: the individuality brand
7Durex: the safe brand
8Mercedes-Benz: the prestige brand
Pioneer brands
11Heinz: the trust brand
12Kellogg’s: the familiarity brand
13Colgate: the total brand
14Ford: the volume brand
15 Goodyear: the leadership brand
16Gillette: the shaving brand
17 Kleenex: the disposable brand
18Wrigley: the new thinking brand
Distraction brands
19MTV: the youth brand
20Harry Potter: the story brand
21Barbie: the escapist brand
22Disney: the nostalgic brand
Streamlined brands
23 Cosmopolitan: the revolutionary brand
24Nokia: the streamlined brand
25Toys ‘R’ Us: the contraction brand
26Subway: the focus brand
27IBM: the solution brand
28Wal-Mart: the scale brand
29McDonald’s: the service brand
30 Nike: the sports brand
31Starbucks: the postmodern brand
32Microsoft: the dominance brand
Distinction brands
33Pepsi: the differentiation brand
34Hush Puppies: the casual brand
35Timex: the durability brand
36Evian: the purity brand
37Duracell: the longer- lasting brand
38Danone: the health brand
39Heineken: the export brand
41Courvoisier: the mystery brand
42Louis Vuitton: the desirable brand
43Moët & Chandon: the vintage brand
44Burberry: the heritage brand
45BMW: the defining brand
46Gucci: the exclusive brand
47Tiffany & Co: the sparkling brand
48Oprah Winfrey: the saviour brand
49Jennifer Lopez: the superstar brand
50David Beckham: the icon brand
51Johnson & Johnson: the crisis management brand
52Ben & Jerry’s: the caring brand
53Seeds of Change: the goodness brand
54Cafédirect: the fair-trade brand
55MAC: the cause brand
56Hewlett-Packard: the employees’ brand
57Yamaha: the ignored brand
58Caterpillar: the rugged brand
59Virgin: the elastic brand
60Apple: the cult brand
61Harley-Davidson: the masculine brand
62Zippo: the longevity brand
63Jack Daniel’s: the personality brand
64Chrysler: the romance brand
65Guinness: the timeless brand
66IKEA: the democratic brand
67Audi: the advancement brand
68Bang & Olufsen: the improvement brand
69Muji: the minimal brand
70Vespa: the beautiful brand
71Converse: the heritage brand
72Volkswagen: the longevity brand
Consistent brands
73Coca-Cola: the ultimate brand
74Nivea: the continuity brand
75Hard Rock Café: the memorabilia brand
76Clarins: the expertise brand
77Campbell’s soup: the uniformity brand
78Budweiser: the targeted brand
Advertiser brands
79Kraft: the household brand
80Absolut Vodka: the advertising brand
81Benetton: the colour brand
82Calvin Klein: the sex brand
83The Gap: the easy brand
84Diesel: the ironic brand
Distribution brands
85Avon: the resilient brand
86Hertz: the credibility brand
87Domino’s Pizza: the home-delivery brand
88Dell: the direct sales brand
89Amazon: the e-shopping brand
90Reuters: the objective brand
91FedEx: the ‘first’ brand
92Zara: the speed-to- market brand
95CNN: the information brand
96Hotmail: the viral brand
98HSBC: the acquisition brand
99Intel: the educating brand
100Samsung: the rising brand
The last word
References
Index
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0749442573

0749442573

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Published by Vishal Aggarwal

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Published by: Vishal Aggarwal on Dec 21, 2011
Copyright:Attribution Non-commercial

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02/05/2013

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