- Paperback: 192 pages
- Publisher: Cyan Communications; 1 edition (Nov 1 2006)
- Language: English
- ISBN-10: 1904879713
- ISBN-13: 978-1904879718
- Product Dimensions: 19.6 x 13 x 1.8 cm
- Shipping Weight: 222 g
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Amazon Bestsellers Rank:
#2,011,763 in Books (See Top 100 in Books)
- #88 in Books > Professional & Technical > Business Management > Marketing & Sales > Marketing > Industrial
- #88 in Books > Business & Investing > Marketing & Sales > Marketing > Industrial
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Product Details |
Product Description
Product Description
Looking at the success of Scotch whisky as a brand name, this book analyzes the ways that marketing and advertising served to establish dominance in the whisky market and how the drink achieved its exclusive role in the beverage industry. All whisky produced in Scotland is labeled "Scotch," and it relies on this name and its associations with quality and tradition, established through branding campaigns, to win new customers and maintain the loyalty of existing ones. The book provides key lessons for branding and examines how the same branding techniques that made Scotch whisky the bestselling spirit in world markets can be applied to other brands in different industries.
About the Author
Stuart Delves was the recipient of the Scottish Cream Award in 2002 for best use of copywriting in the book Hourglass.
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