BRANDS

Streamlined brands 67 23 Cosmopolitan: the revolutionary brand 69 24 Nokia: the streamlined brand 71 25 Toys ‘R’ Us: the contraction brand 73 26 Subway: the focus brand 75 5. Muscle brands 77 27 IBM: the solution brand 79 28 Wal-Mart: the scale brand 83 29 McDonald’s: the service brand 85 30 Nike: the sports brand 90 31 Starbucks: the postmodern brand 96 32 Microsoft: the dominance brand 100 6. Distinction brands 105 33 Pepsi: the differentiation brand 107 34 Hush Puppies: the casual brand 110 35 Timex: the durability brand 112 36 Evian: the purity brand 114 37 Duracell: the longer-lasting brand 117 38 Danone: the health brand 119 39 Heineken: the export brand 121 7. Status brands 123 40 Rolex: the superior brand 125 41 Courvoisier: the mystery brand 127 42 Louis Vuitton: the desirable brand 130 43 Moët & Chandon: the vintage brand 133 44 Burberry: the heritage brand 135 45 BMW: the defining brand 137 46 Gucci: the exclusive brand 139 47 Tiffany & Co: the sparkling brand 141 8. People brands 145 48 Oprah Winfrey: the saviour brand 147 49 Jennifer Lopez: the superstar brand 150 50 David Beckham: the icon brand