Encyclopedia of Consumer Brands

From Timex to Rolex and from Levis to Liz Clairborne, brand names conjure up definite images in the minds of most Americans. While brand loyalty may be going the way of the Edsel, the importance of product brands cant be easily dismissed.

The 2-vol. Encyclopedia of Global Brands is the first reference of its kind to compile the origin, evolution and current market status of some of the worlds most recognizable consumer brands. Its unrivaled comprehensive scope and generous article length make it a valuable reference for students, librarians, job seekers, advertising and business professionals and other researchers who want to learn about the historical and modern development of products that have impacted American culture.

The Encyclopedia contains 270 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history. Peppered throughout are fun facts and amusing anecdotes pertaining to the famous – or infamous – marketing strategies and advertising campaigns that managed to capture the sometimes jaded viewers attention.