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Friday, 11 January 2008

Best Scotch Whisky

Scotch whisky is a phenomenon: it is exported to two hundred countries around the world. 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. Great Brand Stories: Scotch Whisky The story of Scotland's greatest export.

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