Level: A great resource for 1st and 2nd year HH

Contents: 1. Innovation brands: 5 1 Adidas: the performance brand — Sony: the pioneer brand — Hoover: the synonymous brand — Xerox: the research brand — American Express: the integrity brand — L'Oreal: the individuality brand — Durex: the safe brand — Mercedes-Benz: the prestige brand — Nescafe: the instant brand — Toyota: the big-picture brand. 2. Pioneer brands: Heinz: the trust brand — Kellogg's: the familiarity brand — Colgate: the total brand — Ford: the volume brand — Goodyear: the leadership brand — Gillette: the shaving brand — Kleenex: the disposable brand — Wrigley: the new thinking brand. 3. Distraction brands: MTV: the youth brand — Harry Potter: the story brand — Barbie: the escapist brand — Disney: the nostalgic brand. 4. Streamlined brands: Cosmopolitan: the revolutionary brand — Nokia: the streamlined brand — Toys 'R' Us: the contraction brand — Subway: the focus brand. 5. Muscle brands: IBM: the solution brand — Wal-Mart: the scale brand — McDonald's: the service brand — Nike: the sports brand — Starbucks: the postmodern brand — Microsoft: the dominance brand. 6. Distinction brands: Pepsi: the differentiation brand — Hush Puppies: the casual brand — Timex: the durability brand — Evian: the purity brand — Duracell: the longer-lasting brand — Danone: the health brand — Heineken: the export brand. 7. Status brands: Rolex: the superior brand — Courvoisier: the mystery brand — Louis Vuitton: the desirable brand — Moet & Chandon: the vintage brand — Burberry: the heritage brand — BMW: the defining brand — Gucci: the exclusive brand — Tiffany & Co: the sparkling brand. 8. People brands: Oprah Winfrey: the saviour brand — Jennifer Lopez: the superstar brand — David Beckham: the icon brand. 9. Responsibility brands: Johnson & Johnson: the crisis management brand — Ben & Jerry's: the caring brand — Seeds of Change: the goodness brand — Cafedirect: the fair-trade brand — MAC: the cause brand — Hewlett-Packard: the employees' brand. 10. Broad brands: Yamaha: the ignored brand — Caterpillar: the rugged brand — Virgin: the elastic brand. 11. Emotion brands: Apple: the cult brand — Harley-Davidson: the masculine brand — Zippo: the longevity brand — Jack Daniel's: the personality brand — Chrysler: the romance brand — Guinness: the timeless brand. 12. Design brands: IKEA: the democratic brand — Audi: the advancement brand — Bang & Olufsen: the improvement brand — Muji: the minimal brand — Vespa: the beautiful brand — Converse: the heritage brand — Volkswagen: the longevity brand. 13. Consistent brands: Coca-Cola: the ultimate brand — Nivea: the continuity brand — Hard Rock Cafe: the memorabilia brand — Clarins: the expertise brand — Campbell's soup: the uniformity brand — Budweiser: the targeted brand. 14. Advertiser brands: Kraft: the household brand — Absolut Vodka: the advertising brand — Benetton: the colour brand — Calvin Klein: the sex brand — The Gap: the easy brand — Diesel: the ironic brand. 15. Distribution brands: Avon: the resilient brand — Hertz: the credibility brand — Domino's Pizza: the home-delivery brand — Dell: the direct sales brand — Amazon: the e-shopping brand. 16. Speed brands: Reuters: the objective brand — FedEx: the 'first' brand — Zara: the speed-to-market brand — Hello Kitty: the cute brand — Google: the search brand — CNN: the information brand — Hotmail: the viral brand. 17. Evolution brands: Bacardi: the Caribbean brand — HSBC: the acquisition brand — Intel: the educating brand — Samsung: the rising brand

The business profiles in this book have been photocopied prodigiously.
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49,50 ex. moms

Now in paperback in a revised 2006 edition that brings the story up to date. This is the highly readable account of the most compelling innovation since the creation of the internet. Used in over 100 countries by more than 65 million users a day, Google is the most well known global brand to emerge in decades. This book takes you inside the creation and growth of a company that has transformed how we access information about everything and everybody. Learn about the amazing network of thousands of computers that store over four billion web documents ... discover the creative ways Google makes money while it provides a free service to millions ... experience something of the world of Googleplex, the company's colourful Silicon Valley headquarters, where staff receive free massages at the end of the day ... evaluate the ethical standards that determine which ads Google accepts and doesn't accept (company motto: Do No Evil!). Can Google continue to compete in a business that changes at lightning speed?  Hardback (306 pages)
Level: A (esp. HHX)

How They Started is a new in-depth book about how 30 normal people took simple ideas and turned them into highly successful businesses — many of which are household names. This book reveals how they got off the ground, answering questions such as: what happened first? — how did they choose their name? — how much did it cost to set up? — where did they find suppliers? — how did they get their first customers? — what problems did they run into? Most profiles are 6-8 page long, illustrated and with a clear and accessible layout. Companies covered include: Pizza Express, Dorling Kindersley, Dyson, Innocent Drinks, The Sage Group, Friends Reunited. Author: David Lester. (240 pages)

Level: A great resource for HH 2nd and 3rd years/courses in Innovation

“Building a brand from nothing but fruit”:

Innocent Drinks is a business phenomenon of the last decade. Founded in 1998 by three college friends, Innocent grew at an amazing rate to become the UK's fastest growing food and drink business in 2005. Even more impressive has been the growth of its brand legend. Innocent is one of those brands that everyone in the marketing world refers to with awe, affection and sometimes envy. This book tells the story of Innocent's rise and examines what has made it a brand that people observe, love and (increasingly) imitate. Through privileged access to the founders and others closely involved in the company, this book explores the road travelled by the Innocent cow vans, taking in the twists and turns, ups and downs along the way. Not only does Innocent make fantastic smoothie drinks, but it is a brand now known for its love of storytelling, humour and an honest approach to business. Author: John Simmons. (191 pages)

Level: HH A-B

An anthology of two-page texts that teachers will find many uses for:
From pioneering merchants to the great industrialists, financial geniuses to the most persuasive entrepreneurs The Little Book of Big Ideas: Business is a guide to some of the most successful, practical and brilliant business thinkers in history. Outlining the lives and achievements of figures such as Henry Ford, Bill Gates and Richard Branson, this little book encompasses those who have captured the public imagination, as well as those who have just captured their money. It provides a fascinating insight into the greatest business minds including — who were first to adopt new technologies, pioneers of new business models, the entrepreneurs who have stood out for their tenacity in growing their empires, and the theorists who have developed the discipline of strategic business thought. You will also find handy introductions to the ideas of branding, risk, profitability, monopolies and so on. Beautifully designed hardback. Author: Dr John Lipczynski. (128 pages)
Level: HH 1.-2-g/Language schools

Contents: Pioneers (Thomas Edison, Frank Woolworth, Charles Babbage etc.); Industrialists (Richard Arkwright, Alfred Krupp, Henry Ford etc.); Entrepeneurs (Richard Branson, Walt Disney, Anita Roddick etc.); Financial Geniuses (J.P.Morgan, Warren Buffett, Rupert Murdoch etc.); Mavericks (Akio Morita, Jack Welch, Jeff Bezos etc.); Strategists (Michael Porter, Robert Kaplan, Taiichi Ohno); Theorists (Peter Drucker, Sumantra Ghoshal, Tom Peters etc.).

“How they Made Starbucks a Home away from Home”:

How Starbucks became the quintessential brand of the modern age. Coffee is a commodity ... you can get a cup at any café, sandwich bar or restaurant anywhere. So how did Starbucks manage to reinvent coffee as a whole new experience, and create a hugely successful brand in the process? My sister’s a Barista tells the Starbucks story from its origins in a Seattle fish market to its growing global presence today. This is a story that has unfolded quickly – at least in terms of conventional business development. Starbucks is a phenomenon. Unknown 15 years ago, it now ranks among the 100 most valuable brands in the world. It has become the quintessential brand of the modern age, built around the creation of an experience that can be consistently reproduced around the world. This book explores the secrets behind Starbucks’ success but also tackles the wider question of what makes a successful brand. Author: John Simmons. (192 pages)

Level: HH A-B

Global entrepreneur Sir Richard Branson has built a business empire and made billions and is renowned for his approachability and ability to challenge and succeed against the odds. Screw It, Let's Do It reveals the lessons that have helped him through his business and personal life, like believing it can be done and that, if others disagree with you, try and try again until you achieve your goal; or that you must love what you do. These and other lessons, with examples of how he learned them and how he's used them, are included in this stirring and candid look at his lessons from an exceptional life, which will inspire you to make a difference in your everyday life. The author, Richard Branson, is a hugely successful international entrepreneur, icon, and chairman of the Virgin Group. (111 pages)
Level: HH 1.-2.g

Richard Banson: “I want to share the many truths I've learned along the road to success which have helped me to be the best I can. They include: Have faith in yourself; Believe that anything can be done; Live life to the full; Never give up. Learn these and other simple truths, and I hope you will be inspired to get the most out of your life and to achieve your goals. People will always try to talk you out of ideas and say: 'It can't be done,' but if you have faith in yourself you'll find you can achieve almost anything.”

“The rise of Singapore Airlines, the Singapore Girl, and a brand loved and trusted by millions”:

Singapore Airlines is one of Asia’s top brands. Consistently selected Airline of the Year, it is the world's favourite airline. Today it is the second-largest carrier in the world by market value. Its brand is built on extraordinary service standards and introducing service-related innovations, as well as the enduring image of the Singapore Girl. This book tells the story of how an airline that started with ten planes, from a small island, managed to become truly global and one of the most recognised brands in the world. Author: Katherine Penaloza

Level: HH A-B