Brand Royalty
How The Worlds Top 100 Brands Thrive & Survive
By: Matt Haig
Published: Nov 1, 2004
ISBN: 0749442573
Format: Hardcover, 314pp
Publisher: Ingram Pub Services
The impact of the top brand names on our daily lives is undeniable. For Matt Haig in his book Brand Royalty How The Worlds Top 100 Brands Thrive & Survive, the question is what makes the top one hundred brands so successful. In a series of fascinating case studies, author Matt Haig outlines what makes the most important brands so influential and so powerful in the global marketplace.
While some of the brands included in the book, as well as some majoe companies omited from the study, might be a source of controversy, Matt Haig travels well beyond mere list making. The book is not a ranking of top 100 brands. Instead, the author is seeking each brand's inner strength that makes the company so dominant in its industry. The companies are well researched, and the insights gleaned from each corporation are lessons that can be applied to any business. No two brands are the same, and how each company achieved its lofty status in the business community is an important case study in itself.
The author has divided the book into seventeen major categories of brands, ranging from a focus on innovation to prestige to design to distintive brands. Each section highlights about five companies whose brand focus fits that branding style. Indeed, the author presents a powerful case that the company, and its brand focus are virtually interchangeable.
Within each leading corporation is a coporate culture committed to that brand and its success. From the boardroom to the front desk, the entire organization is an ambassador for the brand. If your business is in competition with some of these brand monarchs, you would be wise to adopt some of their lessons.
Author Matt Haig does a fine job, of assisting the reader with step by step instructions, on how to emulate the strengths of members of the brand elites. Most of the ideas and concepts can be adapted to companies of any size. What is most important is total organizational committment to the brands offered by your own business. In fact, the brand is like a religion for the elite corporations and their staff. That is one of the major keys to successful branding presented in the book.
Brand Royalty How The Worlds Top 100 Brands Thrive & Survive by Matt Haig, is an important and must read book, for everyone involved in branding their business. The numerous case studies make for enjoyable and very enlightening reading, and each one offers new insights into the mind of the business and their target markets.
There is a reason why the top 100 brands are truly Brand Royalty, and author Matt Haig emplains how to compete with them, or even to join them.
