Brand Royalty: How the world's top 100 brands thrive and survive

摘要

This book is a very enjoyable and stimulating tour round some of the success stories from the world of branding. Author Matt Haig acknowledges that there doubtlessly will be objections to some of the brands contained within what he has chosen as his world's top 100 brands, while defending his choice on the basis that the spectrum of brands covered allows for vivid demonstration of some of the common themes that characterise durably successful brands. Haig puts brands and branding in the context of wider society by stating that through the invention of a new product category or the radical change of an old one, a brand becomes more than a machine for making money; it becomes an influencer on society, changing the nature of everyday life.