Brand Royalty: How the

worlds top 100 brands

thrive and survive

Book Review

Muawiya Younus

Institute of Business
Management

2014

Q. Are you proud of this assignment? Why? Why not?

With regards to this assignment, I would say that I feel proud due to the fact that it provided me
an opportunity to read and review the book Brand Royalty: How the Worlds top 100 brands
thrive and survive. It has helped me understand how the top brands are sustaining and
improving their brand image through their core branding choice. Various brands are divided into
different groups and analyzed which helps in understanding how and why these companies are
recognized in these groups.

Q. Provide a brief introduction of the author(s)? Evaluate the authors other academic
contributions towards brand management? (Hint: books / articles / conferences etc.)
Matt Haig is an independent consultant in creating integrated marketing and branding soutions.
His academic contributions towards brand management are his two books about branding
namely:
1. Brand Royalty: How the Worlds top 100 brands thrive and survive
2. Brand Failures: The truth about the 100 biggest branding mistakes of all time

Q. How would you comment on the originality of the concepts presented in this book as
authors contribution towards the subject area? Do you think author(s) of this book are
inspired by some other authors? Who? Why? [cite page numbers]
After reading the book, I would say that the author, after examining all the secondary data
collected regarding the brands, has presented the concept of succesful branding in an original and
straightforward way. There are many cases in this book where we see that the author has taken
some concepts from other authors whom he had accordingly mentioned in his references page.

Q. Do you think it can be counted as best seller book? Why? Why Not? [cite page numbers]
According to my understanding, this book can be counted as a best seller due to the added fact
that it acts as a natural companion to Haigs other best selling book Brand Failures. Another
reason is that it represents key and informational view of the author in a very thought provoking
manner with practical examples. On page 2, Haig has compared branding to religion, and has
accordingly looked at the 100 brands as 100 different religious cults. According to him,
characteristics like faith, omnipresence, purity, icons etc. apply to brands in the same way as they
apply to religion.

Q. Identify the major purpose(s) of authoring this book? Do you think the author was
successful in achieving his/her purpose(s)?
The major purpose of this book is to bring across this point to the readers that successful
branding is not about following a certain set of laws, instead it can be successful through just by
doing what an orginazation deems is correct for the brand. After reading all the 17 chapters
comprising of all the 100 brands, I am sure that the audience understand that different brands
follow different branding mantras and also the authors point of view through his easy to
understand and well put writing.

Q. Evaluate the research design / methodology / approach adopted for this book? Is it
appropriate for the book? What type further research need has been identified in this is is
book? [cite page numbers]
The research methodology used in this book is of secondary nature, as information is collected
through other authors, articles and organizational information available. For such a book which
is a collection of best branding practices by various brands, it seems appropriate to go for
secondary research design. I would say that apart from some disagreement on selection of
brands, there is nothing evident in this book for us to say that further research should be done in
this book. I would say its a complete, well-put and interesting book.

Q. Identify the major findings of this book? [cite page numbers] Are these findings are
generalizable across the borders? Across the cultures? Why? Why not? [cite page
numbers]
The book is divided into seventeen chapters in which 100 brands are listed. The chapters
highlight the different characteristics that the brands have used to communicate and connect with
the consumer. I would say that every brand in every chapter has some major branding concept,
but some of the more important ones are listed as under:
1. The whole point of branding is to be unique and different from competitors (page 1)
2. Successful brands are similar in only having a clear vision, not having the same vision.
(page 1)
3. Innovation is necessary for brands to grow over time (page 9)
4. Reliance on market research is not the only way to build a succesful brand (page 12)
5. PR is a valuable tool in branding of a product, as evident in the case of Xerox (page 15)
6. Seeing the bigger picture is better in the long run for successful branding (page 29)

7. Pioneering new products and technologies help in spearheading brand success (page 32)
8. Getting the touchpoints correct is a major driver in developing a great brand, as shown by
Gillette (page 43)
9. Differentiating your product from the first in a category is key to getting big in the
industry (Page 106)
10. Getting close to your consumers with a down to earth tone is necessary (Page 171)
11. Speed to market is significant in getting ahead of your competitors (page 285)
In the Last Word, the author reiterates that lack of continuity makes a brand successful. Clarity
is indeed needed for brand success (page 307)

Q. List at least three practical implications /managerial implications? [Hint: Do you think
this book has something to offer to brand /marketing managers?] Are these practical
implications are generalizable across the borders? Across the cultures? Why? Why not?
[cite page numbers]
Without any citation, I can say that this book has something to offer for everyone, be it
executives, PR people, brand managers, or anyone working in branding and advertisement. The
reason for this is that it makes it easy to understand about brand success through very
entertaining and practical examples. These implications can apply to any company, be it small or
big, be it local or multinational. The author has made it clear that not every company should
follow the same strategies, but rather they should follow the same mantras regarding success ie.
having a clear vision (page 1)

Q. What is biggest critique you can make on this book? [cite page numbers] Identify the
major limitations of this book? [cite page numbers]
The only critique I can make on this book is that many readers would have liked to see other
brands and their success factors. The brands given in the book are big names and readers can
easily find information on these brands on the internet and other journals. It would have been
better if the author could have gathered more information regarding the smaller brands so that
small to medium entrepeneurs could have also related to some concepts.

Q. Identify at least top three concepts illustrated in this book? [cite page numbers] Identify
at least top three images / graphics presented in this book? [cite page numbers] Identify at
least top three tables illustrated in this book? [cite page numbers] Quote a sentence or
phrase from this book that you think is the best part of the book? [cite page numbers]
The top three concepts are :
1. Branding is all about being unique (page 1)
2. Branding is like a religion (page 2)
3. Clarity in vision is important to be a successful brand (page 307)
The best part of the book is quoted on the very first page of the book,
Being good in business is the most fascinating kind of art. (Andy Warhol)