Publisher's Synopsis
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.
