BOOK REVIEW: Success stories reign in 'Brand Royalty'

Brand Royalty tells the individual tales of 100 brands, from Adidas to Gucci, IKEA to J Lo.

Brand Royalty tells the individual tales of 100 brands, from Adidas to Gucci, IKEA to J Lo.

This book is ideal for executives or PR pros who wish to learn about successful brands through practical examples, not lengthy pontifications.

Readers are reminded of Adidas' dual successes with urban fashion and product quality, Apple's emotional connection with its followers, and Ben & Jerry's signature passion for social responsibility.

True, any serious fan of branding is already familiar with such examples, but how many know that Adidas created three divisions to separately handle its innovation, history, and street fashion?

Anyone in America is witness to Starbucks' ubiquity, but how many people know that its exponential expansion in the 1990s happened without more than $10 million spent on advertising for the entire decade?

By providing these little vignettes of the world's most famous brands - separated into 17 categories - Haig does the reader the ultimate service: He lets the stories tell themselves.

Title: Brand Royalty

Author: Matt Haig

Publisher: Kogan Page (2004), 314 pages

Reviewed by: Keith O'Brien

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