"Matt Haig has now set himself the controversial task of identifying the world's top 100 brands. The result is the most comprehensive, entertaining and illuminating collection of brand success stories ever told. From Adidas to Zippo, Beckham to Wrigley, Coca-Cola to Volkswagen, we're guided through a gallery of the world's best-known names and given a rare insight into the secrets of their success and what makes each absolutely unique. " "With comment from brand managers, psychologists, academics, and other experts, Brand Royalty is a great resource for brand managers, marketers and students around the world. "--Jacket.