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

This is a compilation of lessons from the world's most successful marketing campaigns of recent times:
This book has valuable analyses of and insights into what it takes to create a successful marketing campaign. It includes lessons distilled from winners of the world's most prestigious advertising award and will appeal to anyone interested in the process of marketing and branding. It also looks at the extensive PR coverage expected in business and marketing media. Based on the Advertising Effectiveness Awards, which are the most respected awards in the advertising world, this book provides the key lessons and inspirations derived from the top marketing campaigns and strategies of the past 25 years. The Advertising Effectiveness Awards requires its winners to demonstrate a clear causal link between the marketing/advertising strategy and the ultimate success of the product/service in the marketplace. Therefore, there is no other source of such rigour. By examining and synthesizing the case studies submitted by the winners, this book presents an invaluable study of what it takes to create a successful marketing campaign. Author: Jonathan Cahill. (208 pages)
Level: HH (kan læses i uddrag)

“The world’s next superbrand?”:

An original analysis of the development of India and its economic, social and cultural impact on the world. As the world’s seventh largest and second most populous country, India has always played a significant part in world affairs. But now India is making its mark on the global map for a different reason. For the country is totally focused on one vision: to become a first-world, developed nation by 2020. As a result, India is being managed and advertised like a brand, and capturing the imagination of the world as a result. By looking at how India has branded, marketed and promoted itself, this book provides a unique insight into the country’s economy, people and culture. Moreover, the author examines the huge impact Brand India has had in a number of sectors (investment, exports, policy, tourism, technology, media) and what the future holds for the rest of the world. Author: Niclas Ljungberg

Level: HH A-B / Good interdisciplinary possibilities

“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

“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

“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

An accessible guide to brand management for the uninitiated:
Good brand management is the route to getting a brand to work harder and make its proper mark. Any brand, new or old, must be managed, nurtured and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of their business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks involved in making brand strategy happen. It features many fascinating real-life examples (both good and bad). The range of global case studies includes Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic, and Nestle. Understanding Brands also includes a brand health checklist. Managers and students will benefit from its pragmatic advice on positioning, targeting and implementing a brand. Author: Peter Cheverton. (139 pages)
Level: HH/Library/Depot/Language Schools/In-House Courses