Encyclopedia of Consumer Brands - Consumable Products

Gale Group

Published by St. James Press
ISBN 10: 1558623361 / ISBN 13: 9781558623361
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From Timex to Rolex and from Levi's to Liz Clairborne, brand names conjure up definite images in the minds of most Americans. While brand loyalty may be going the way of the Edsel, the importance of product brands can't be easily dismissed.

The 3-vol. Encyclopedia of Consumer Brands is the first reference of its kind to compile the origin, evolution and current market status of some of the world's most recognizable consumer brands. It's unrivaled comprehensive scope and generous article length make it a valuable reference for students, librarians, job seekers, advertising and business professionals and other researchers who want to learn about the historical and modern development of products that have impacted American culture.

Each volume of the Encyclopedia contains approximately 200 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history. Peppered throughout are fun facts and amusing anecdotes pertaining to the famous -- or infamous -- marketing strategies and advertising campaigns that managed to capture the sometimes jaded viewers' attention.

Special features found throughout the Encyclopedia strengthen its usefulness. Look for helpful at-a-glance data boxes offering vital statistics including market share, major competitors, advertising agencies, parent company, address, phone and fax numbers. Researchers needing supplemental information can turn to the end of each entry for sources for further reading. Easy-to-use brand name, company and persons, advertising agency and category indexes allow users to quickly locate and cross-reference brand information.

From Booklist: Volume1 in this set, Consumable Products, will be followed later this year by volume 2, Personal Products (apparel, cosmetics, household products, etc.), and volume 3, Durable Goods (appliances, cars, computers, furniture, etc.).

More than 200 brands of foods, beverages, and cigarettes, ranging from Absolut vodka to Yoplait yogurt, are covered in two- to four-page essays in Consumable Products. Ownership, market share, sales, major competitor, advertising agency, and address are noted in a box in each entry. Essays trace the manufacturer's and product's history, the development of the brand, related products, competitors' products, and the advertising history of the brand. A bibliography of 3-15 items at the end of each entry includes books and articles from the Wall Street Journal, Advertising Age, and other trade journals. Company logos and advertisements illustrate the entries. Indexes by brand names, by company and personal names, by advertising agencies, and by type of product complete the volume.

This set, with its focus on brands and advertising, is distinct from St. James' International Directory of Company Histories. It will be useful in business and advertising collections, but laypersons will also be interested in reading about these products, many of which are 100 years old. Chiquita bananas, Cream of Wheat, Hershey's chocolate, Spam, Tootsie Roll, and Wrigley's gum have all become a part of American culture. Sandy Whiteley

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Title: Encyclopedia of Consumer Brands - Consumable...
Publisher: St. James Press
Binding: Hardcover
Book Condition: Very Good

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Gale Group
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