BRANDS

9. Responsibility brands 155 51 Johnson & Johnson: the crisis management brand 157 52 Ben & Jerry’s: the caring brand 160 53 Seeds of Change: the goodness brand 165 54 Cafédirect: the fair-trade brand 168 55 MAC: the cause brand 171 56 Hewlett-Packard: the employees’ brand 174 10. Broad brands 177 57 Yamaha: the ignored brand 179 58 Caterpillar: the rugged brand 181 59 Virgin: the elastic brand 183 11. Emotion brands 187 60 Apple: the cult brand 189 61 Harley-Davidson: the masculine brand 192 62 Zippo: the longevity brand 194 63 Jack Daniel’s: the personality brand 196 64 Chrysler: the romance brand 199 65 Guinness: the timeless brand 201 12. Design brands 205 66 IKEA: the democratic brand 207 67 Audi: the advancement brand 211 68 Bang & Olufsen: the improvement brand 213 69 Muji: the minimal brand 215 70 Vespa: the beautiful brand 218 71 Converse: the heritage brand 220 72 Volkswagen: the longevity brand 222 13. Consistent brands 225 73 Coca-Cola: the ultimate brand 227 74 Nivea: the continuity brand 231 75 Hard Rock Café: the memorabilia brand 233 76 Clarins: the expertise brand 235 77 Campbell’s soup: the uniformity brand 237 78 Budweiser: the targeted brand