Ultimate Book of Business Brands

The Ultimate Book of Business Brands contains a unique summary of the breakthrough brands that have captured the hearts and minds of people throughout the world. The Ultimate Book of Business Brands shows how apparently ordinary products and services are transformed into business legends. Brands have become one of the most powerful competitive weapons in the business arsenal, and this book will give you the inside track on just how these winning brands have been created and sustained.

Acknowledgements. Introduction. American Express. Apple. Barbie. Benetton. Budweiser. Coca-Cola. Disney. Federal Express. The Gap. General Electric. Gillette. Goodyear. Guinness. Håagen-Dazs. Harley-Davidson. Harvard Business School. Heineken. Heinz. Hertz Car-Hire. Hewlett-Packard. Holiday Inn. Hoover. IBM. Ikea. Intel. Kellogg's. Kodak. Lego. Levi-Strauss. Marlboro. Mars. McDonald's. McKinsey & Co. Mercedes-Benz. Microsoft. Nescafé. Nike . Red Cross. Reuters. Rolls-Royce. Sears, Roebuck. Sony. Starbucks. Swatch. Toyota. Virgin. Wal-Mart. Wrigley's. Xerox. Yamaha. Index.