Brands are an ever-present part of our lives. Almost everything can be branded it seems - from a box of eggs to an entire country. Brands are emotive - they can capture the hearts and minds of the whole world and inspire unparalleled loyalty and affection. Brands are also powerful weapons. They can completely change consumer behaviour and dominate the landscape of entire industries. So, what is at the heart of a truly great brand and how do the greatest of them achieve their iconic status.

This completely updated edition of The Ultimate Book of Business Brands uncovers the secrets behind the world's greatest brands, from American Express to Yamaha and from Apple to Xerox. Des Dearlove and Stuart Crainer have included additional entries to an already extensive list -- all revealing the origin, definition, growth, execution, reach and success of each brand.

The Ultimate Book of Business Brands shows how ordinary products and services are transformed into business legends, and may even inspire you to create the next Benetton, Gap or Guinness.