The Story Behind the Brand – Corporate Culture and the Global Brand

Author: (German) Elbrecht Rothacher (Rothacher, A.)
Publisher:
Publishing Date: 2006-11-01
Features: What exactly is a brand? Behind every brand lies a unique story, blending the values of founders and operators, corporate culture, and business strategies. While brand builders craft brand images, they also imbue products with a soul, thereby earning consumer recognition and choice. This book introduces the growth stories of 18 world-renowned companies. In each story, readers will discover the unknown culture and history of familiar international brands. Through the author's insightful narration and analysis, the underlying forces shaping the rise and fall of brands—and even entire enterprises—will be revealed: is it the personal charisma of leaders, the internal atmosphere of the company, or the cultural environment in which the brand exists? This is something today's aspiring entrepreneurs need to understand, and it is an area that cannot be overlooked by those interested in contemporary culture.
This is an engaging book that presents the growth stories of 18 world-renowned companies, some of which have succeeded while others have failed. The 18 stories include some of the most familiar brands in our daily lives—McDonald's, Coca-Cola, IKEA, Nike, Nokia, Toyota, and Disney—spanning seven industries: food, beverages, retail, apparel, electronics, transportation, and entertainment. In each story, readers will uncover the hidden culture and history of these familiar international brands. The author's clear and insightful narration and analysis will also reveal the underlying forces influencing the success or failure of brands—and even entire enterprises: the personal charisma of leaders, the internal atmosphere of the company, or the cultural environment in which the brand operates? This is something today's aspiring entrepreneurs need to understand, and it is an area that cannot be overlooked by those interested in contemporary culture.