Scotch Whisky : The Story of Scotland's Greatest Export

Looking at the success of Scotch whisky as a brand name, this book analyzes the ways that marketing and advertising served to establish dominance in the whisky market and how the drink achieved its exclusive role in the beverage industry. All whisky produced in Scotland is labeled "Scotch," and it relies on this name and its associations with quality and tradition, established through branding campaigns, to win new customers and maintain the loyalty of existing ones. The book provides key lessons for branding and examines how the same branding techniques that made Scotch whisky the bestselling spirit in world markets can be applied to other brands in different industries.