Contents -- Introduction -- Chapter One Innovation brands -- 1 Adidas: the performance brand -- 2 Sony: the pioneer brand -- 3 Hoover: the synonymous brand -- 4 Xerox: the research brand -- 5 American Express: the integrity brand -- 6 L'Oréal: the individuality brand -- 7 Mercedes-Benz: the prestige brand -- 8 Nescafé: the instant brand -- 9 Toyota: the big-picture brand -- Chapter Two Pioneer brands -- 10 Heinz: the trust brand -- 11 Colgate: the total brand -- 12 Ford: the volume brand -- 13 Gillette: the shaving brand -- 14 Wrigley: the new thinking brand -- Chapter Three Distraction brands -- 15 MTV: the youth brand -- 16 Harry Potter: the story brand -- 17 Disney: the nostalgic brand -- Chapter Four Streamlined brands -- 18 Cosmopolitan: the revolutionary brand -- 19 Nokia: the streamlined brand -- 20 Toys 'R' Us: the contraction brand -- 21 Subway: the focus brand -- Chapter Five Muscle brands -- 22 IBM: the solution brand -- 23 Wal-Mart: the scale brand -- 24 McDonald's: the service brand -- 25 Nike: the sports brand -- 26 Starbucks: the postmodern brand -- 27 Microsoft: the dominance brand -- Chapter Six Distinction brands -- 28 Pepsi: the differentiation brand -- 29 Hush Puppies: the casual brand -- 30 Timex: the durability brand -- 31 Evian: the purity brand -- 32 Duracell: the longer-lasting brand -- 33 Danone: the health brand -- 34 Heineken: the export brand -- Chapter Seven Status brands -- 35 Rolex: the superior brand -- 36 Courvoisier: the mystery brand -- 37 Louis Vuitton: the desirable brand -- 38 Moët & Chandon: the vintage brand -- 39 Burberry: the heritage brand -- 40 BMW: the defining brand -- 41 Gucci: the exclusive brand -- 42 Tiffany & Co: the sparkling brand -- Chapter Eight People brands -- 43 Oprah Winfrey: the saviour brand -- 44 Jennifer Lopez: the superstar brand -- 45 David Beckham: the icon brand.

Chapter Nine Responsibility brands -- 46 Johnson & Johnson: the crisis management brand -- 47 Ben & Jerry's: the caring brand -- 48 Seeds of Change: the goodness brand -- 49 Cafédirect: the fair-trade brand -- 50 MAC: the cause brand -- 51 Hewlett-Packard: the employees' brand -- Chapter Ten Broad brands -- 52 Yamaha: the ignored brand -- 53 Caterpillar: the rugged brand -- 54 Virgin: the elastic brand -- Chapter Eleven Emotion brands -- 55 Apple: the cult brand -- 56 Harley-Davidson: the masculine brand -- 57 Zippo: the longevity brand -- 58 Jack Daniel's: the personality brand -- 59 Chrysler: the romance brand -- 60 Guinness: the timeless brand -- Chapter Twelve Design brands -- 61 IKEA: the democratic brand -- 62 Audi: the advancement brand -- 63 Bang & Olufsen: the improvement brand -- 64 Muji: the minimal brand -- 65 Vespa: the beautiful brand -- 66 Converse: the heritage brand -- 67 Volkswagen: the longevity brand -- Chapter Thirteen Consistent brands -- 68 Coca-Cola: the ultimate brand -- 69 Nivea: the continuity brand -- 70 Hard Rock Café: the memorabilia brand -- 71 Clarins: the expertise brand -- 72 Campbell's soup: the uniformity brand -- 73 Budweiser: the targeted brand -- Chapter Fourteen Advertiser brands -- 74 Kraft: the household brand -- 75 Absolut Vodka: the advertising brand -- 76 Benetton: the colour brand -- 77 Calvin Klein: the sex brand -- 78 The Gap: the easy brand -- 79 Diesel: the ironic brand -- Chapter Fifteen Distribution brands -- 80 Avon: the resilient brand -- 81 Hertz: the credibility brand -- 82 Domino's Pizza: the home-delivery brand -- 83 Dell: the direct sales brand -- 84 Amazon: the e-shopping brand -- Chapter Sixteen Speed brands -- 85 Reuters: the objective brand -- 86 FedEx: the 'first' brand -- 87 Zara: the speed-to-market brand -- 88 Google: the search brand -- 89 CNN: the information brand.

90 Hotmail: the viral brand -- 91 Facebook: the social media brand -- 92 Cisco: the make everyone faster brand -- 93 BlackBerry: the brand with the fastest growing value -- Chapter Seventeen Evolution brands -- 94 Bacardi: the Caribbean brand -- 95 HSBC: the acquisition brand -- 96 Intel: the educating brand -- 97 Samsung: the rising brand -- Chapter Eighteen The BRIC brands -- 98 Bank of China (BOC): the marathon brand -- 99 Petrobras, Brazil: the political escapee brand -- 100 Tata Nano, India: the People's brand -- The last word -- References -- Index.