Why does Emmi's yoghurt not just taste great, but everybody wants it? What motivation did Stabilo use to make its pens the hit of the industry? Questions like these are answered in the book "No. 1 Brands: Die Erfolgsgeheimnisse starker Marken" (The success secrets of strong brands). It is the first brand textbook that combines theory and practice: with 12 interviews with successful brand managers as well as 12 specialist contributions by experienced brand consultants.
Klaus-Dieter Koch and his team of internationally experienced brand consultants illuminate numerous important facets of brand building, offer practical recipes and strategies. The book also features 12 in-depth interviews with owners and brand managers active in business from Germany, Austria, and Switzerland. The reason: "The true drivers behind successful brands are not concepts and methods, but the people behind them who take responsibility for the brands entrusted to them with all their energy and commitment," says Klaus-Dieter Koch.
The interviews are led by renowned economic journalists, who probe the personalities behind the brands and what drives them. The two success engines of successful brand systems – experience and personality – are viewed from different perspectives.
The compendium was created on the occasion of the ten-year anniversary of BrandTrust. It contains a special introduction – and an interview with philosopher Peter Sloterdijk about brands: "In the 20th century, we observed that some particularly successful brand creations nearly achieved the status of archetypes – as if they had been there since the beginning of time. We can almost imagine Adam with a bottle of Coca-Cola, or Eve with Chanel No. 5."
Publisher: Orell Füssli (2013)
Hardcover: 405 pages
Language: German
ISBN-10: 3280054974
ISBN-13: 978-3280054970
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