The 'Made in Germany' Champion Brands : Nation Branding, Innovation and World Export Leadership book cover
1st Edition

The 'Made in Germany' Champion Brands
Nation Branding, Innovation and World Export Leadership

ISBN 9781409466468
Published December 2, 2013 by Routledge
296 Pages

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USD $160.00

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Book Description

Germany’s economic miracle is a widely-known phenomenon, and the world-leading, innovative products and services associated with German companies are something that others seek to imitate. In The ’Made in Germany’Â’ Champion Brands, Ugesh A. Joseph provides an extensively researched, insightful look at over 200 of Germany’s best brands to see what they stand for, what has made them what they are today, and what might be transferable. The way Germany is branded as a nation carries across into the branding of its companies and services, particularly the global superstar brands - truly world-class in size, performance and reputation. Just as important are the medium-sized and small enterprises, known as the 'Mittelstand'. These innovative and successful enterprises from a wide range of industries and product / service categories are amongst the World market leaders in their own niche and play a huge part in making Germany what it is today. The book also focuses on German industrial entrepreneurship and a selection of innovative and emergent stars. All these companies are supported and encouraged by a sophisticated infrastructure of facilitators, influencers and enhancers - the research, industry, trade and standards organizations, the fairs and exhibitions and all the social and cultural factors that influence, enhance and add positive value to the country's image. Professionals or academics interested in business; entrepreneurship; branding and marketing; product or service development; international trade and business development policy, will find fascinating insights in this book; while those with an interest in Germany from emerging industrial economies will learn something of the secrets of German success.

Table of Contents

Chapter 1 Branding and the ‘Made in Germany’ Brand: A Perspective; Chapter 2 From Rubble to an Economic Miracle to a World Export Leader; Chapter 3 The Superstars; Chapter 4 The Star Brands; Chapter 5 The Facilitators and Influencers; Chapter 6 The Less-Known Champions; Chapter 7 Some Innovative and Emergent Stars;

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Ugesh A. Joseph was born in India. He has degrees in Economics and Banking, is an MBA (1985) and has worked for a number of companies in Advertising, Marketing & Management Consultancy. He has also taught full-time MBA students. After working in New Zealand for a couple of years, the author moved to Frankfurt, Germany, where since 2006 he has worked as a Marketing / Management Consultant. The author has also recently published a book on Leadership.


’The effort the author makes to unravel the apparent mystique of Germany’s success to a global audience is truly commendable. From a multi-dimensional, extensively researched perspective, Ugesh Joseph insightfully gives the reader a sense of the nation and its complex character - from its immediate past to its present-day champion brands and the nations facilitators and influencers.’ Prof. Dr Hermann Simon, Chairman, Simon-Kucher & Partners