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Business & Economics Books:

Great Brand Stories

Scotch Whisky - The Story of Scotland's Greatest Export

Format

Paperback

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Great Brand Stories by Stuart Delves
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Description

Scotch whisky is a phenomenon: it is exported to 200 countries around the world and in 2001, for the first time, over 1 billion bottles were shipped overseas. Scotch is also unique - no other product, in any category, anywhere in the world, is named after its country of origin. Every brand of whisky that is distilled in Scotland bears the descriptor: "Scotch Whisky". And proud of it. This book looks at Scotch as an uber-brand and tells the story of its enduring spirit. Individual brands like Glenfiddich or Glenmorangie have their own brand essence, positioning statements and values. But they all rely on the "Scotch" brand to win new customers and retain the loyalty of existing ones. Stuart Delves provides a fascinating examination of how such a brand evolved across the world, its unique role in the industry, its future, and the key lessons for other brands.

Author Biography

Stuart Delves has worked for over 20 years as a commercial writer, the last ten in Scotland, where many of his clients have come from the Scotch whisky industry. In 2002, he won the Scottish Cream Award for Best Use of Copywriting in his short book, Hourglass.
Release date NZ
March 1st, 2007
Author
Country of Publication
United Kingdom
Illustrations
Illustrations, maps, ports.
Imprint
Cyan Books
Pages
192
Dimensions
130x198x15
ISBN-13
9781904879718
Product ID
1695178

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