Adding Value

Market brands is one of the most prominent topics in business today. This volume sets out to discuss the impact market branding has had on major products and the business strategies which shape the success, or failure, of those brands. The economics of branding and accounting for brands are also dealt with. The volume traces prominent international success stories, revealing the surprises and strategies of some of the most familiar names in the market place, such as Coca Cola, Australian Wines, United Distillers. The contributions are from leading scholars in international business, economics, business history and marketing, and bring fresh international insight to our understanding of the development of market brands.