Brand Warriors, ed

Brand Warriors, ed. Fiona Gilmore, HarperCollins Business, 1997, hardback, 20, phone 0141 306 3484, ISBN 0 00255867 X.

The subtitle of this book is `Corporate leaders share their winning strategies'. Chief executives, chairs and managing directors tell the stories of their big brands. They include Asda, BA, L'Oreal, Levi Strauss, McDonalds, Guinness, Rentokil, HewlettPackard, Cadbury, Mazda and Federal Express. It is no easy read - each company has fourteen or fifteen pages of continuous prose explaining its strategy. But as a source of case study material on branding it must be second to none. As a library source for coursework it will have plenty of takers, and many teachers will want a copy for their own use. Given that it is written by insiders, it may provide interesting perspectives. The chapter on McDonalds could be contrasted with the views to be found in coverage of the McLibel case on the Internet.

Copyright Economics and Business Education Association Summer 1998
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