Valued at $79 billion, Coca-Cola sells over two million beverages daily. As this program examines, quality and authenticity are only two of the brand attributes that make Coca-Cola a global success.
French winemaker Château Lafite is a heritage brand with a worldwide following. In this film, learn how persistence has maintained this brand for more than four centuries.
With more than 345 stores worldwide, IKEA is a global leader in home furnishings. This episode examines how research and development are the foundation behind IKEA, 3M, Burberry and more.
Advertising and marketing creates a perceived need for goods and services. In this program, ad agency experts share their insight into how compelling messages are crafted.
This program examines how the world’s most recognized brands have become global successes. Experts reveal how thriving worldwide brands have adapted to new and developing markets, either by altering their products, or by changing their marketing to specific cultural needs.
The Scottish Highlands provide the backdrop to this episode, featuring the centuries-old distillery responsible for the Johnnie Walker brands of blended whisky, now with five distinct labels crafted to meet specific consumer tastes. Other brands discussed include: Gucci, Alfred Dunhill, Levi Strauss, Procter and Gamble, General Motors and the Virgin Group.
In the 1960s, Pan Am was at the forefront of the jet age and was viewed as the epitome in quality airline service. But, as this program examines, the 1988 terrorist bombing of Flight 103 over Lockerbie, Scotland, was a blow from which the legendary brand never recovered. Learn about crises that affected Kellogg's, Ford, BP and Tylenol.
This episode looks at how governments and strategic investors work to nurture and protect brands. Patents, copyright, and intellectual property laws are necessary to protect a brand's image as well as the wealth created by product manufacturing and sales.