'Brand Royalty' is more than simply the most comprehensive collection of brand success stories ever. It will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context. It is entertaining, lively and practical, with comments from consumers, psychologists, advertising executives, sociologists, marketing academics, brand managers, historical figures and business owners. It argues, controversially, that consumers and businesses share equal responsibility for the brands which surround us. Ultimately though, it is an enjoyable and thought-provoking read.
