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Title: World's Greatest Brands: An International ...
Publication Date: 1992
Book Condition: Good
Edition: 1st Edition.
About this title
The importance of brand-name identification is not taken lightly (especially by their owners). It can make or break an organization. By focusing on over 300 of the world's leading trademarks, Interbrand provides an overview of the brand arena. Industries covered range from automobiles to financial services. Describes what makes each brand powerful and how each is differentiated from its competitors on a brand-by-brand basis. Also explores branding trends in different industries and countries.From Library Journal:
Over 300 leading brands from Coca-Cola to Visa are profiled in the World's Greatest Brands . A brand is defined as "in effect a trademark which, through careful management, skillful promotion and wide use comes in the minds of consumers to embrace a particular and appealing set of values and attributes, both tangible and intangible." This source contains a useful introduction that includes a review of elements of successful international branding. Provided also are results of an International Survey of the World's Leading Brands. Two sections of brand listings and profiles are included: the first concerns brands known worldwide, such as McDonald's and Nescafe; the second is for brands known primarily on a national basis such as Amtrak and Hamley's. The international brand section is arranged by industry; the national brand section by country. A brand name index is provided. Profiles, accompanied by illustrations, are succinct, giving a brief background of the brand and its current status. A helpful addition to the source would have been brief bibliographies included for at least the major brands. Recommended for business collections.
- Lucy Heckman, St. John's Univ. Lib., Jamaica, New York
Copyright 1992 Reed Business Information, Inc.
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