Wally Olins Wally Olins: The Brand Handbook

ISBN 13: 9780500514085

Wally Olins: The Brand Handbook

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9780500514085: Wally Olins: The Brand Handbook
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Here,Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success, and reflecting the recent enormous changes in the branding world. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them – and consumers buy into them.

Table of Contents

Preface · Introduction · Definitions and Guidelines · Part One: What Branding is About 1. Brand Visibility 2. Brand Architecture 3. Why and When to Introduce Branding 4. The Brand as a Corporate Resource · Part Two: Making Brands Work 5. Developing the Branding Programme 6. Control, Cost and Timing · Part Three: Belief in Branding 7. About Courage 8. Risks 9. Brand Value

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Review:

'Provides insights that books many times its length fail to provide' --Professional Manager

'A genuinely compelling history of branding'
--Rod Liddle, The Sunday Times

'Anyone wanting to create a brand of their own business should spend time with this book'
--Print Business

About the Author:

Wallace Wally Olins, CBE was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and served as their chairman. Olins advised many of the world's leading organisations on identity, branding, communication and related matters including BT, Renault, Volkswagen, Tata and Lloyds. He pioneered the concept of the nation as a brand and has worked on branding projects for a number of cities and countries, including London, Mauritius, Northern Ireland, Poland, Portugal, and Lithuania.

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