Wally Olins on Branding
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Wally Olins on Branding

Wally Olins on Branding


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About the Book

The author draws upon a lifetime's experience to reveal the way in which the most successful brands in the world triumph by making insiders believe in them and consumers buy into them. But now branding has moved so far beyond its commercial origins that consumer response has entered uncharted territory. Olins sets out the ground rules for branding success in the 21st century and explains why understanding the links between business, brand and consumer has never been so vital for commercial success. This guide covers all aspects of branding: how it works, how to make and sustain brands, how brands impact upon customers, companies, regions and nations and why all brands are vulnerable. It employs numerous examples, including global giants such as Nike, Shell, Coca Cola and MacDonald's, and a special case study of Volkswagen; it also illustrates logos, advertisements and the paraphenalia of modern commerce. Point-by-point guidelines show the way to branding success, including how to run a sevice brand and how to launch a worldwide programme. Olins offers an insider's look at our rapidly changing society, considering the impact of social conscience, environmental awareness and increased consumer input; his book will be an essential purchase for everyone in advertising, marketing and business.

Table of Contents:
1. Why brands are important to customers - 2. How VW, the ultimate craft-based company, fell in love with brands - 3. Where the brands come from - 4. Living the brand - managing service brands - 5. Brands on a global stage - homogeneity, heterogeneity and attitude - 6. Why brands are important inside companies - 7. 'Made in...' What does it mean and what is it worth? - 8. Branding the nation - 9. How to create and sustain a brand - some guidelines - 10. Branding and making money - 11. Brands: who is really in charge? - 12. Branding's future

About the Author :
Wally Olins' seminal book Corporate Identity has sold over 70,000 copies worldwide. He is currently Visiting Professor at Copenhagen Business School and Said Business School, Oxford.

Review :
"Wally Olins has his bullshit detector set permanently to maximum. He is a brilliant, merciless, witty deflator of corporate incompetence, management by wishful thinking, and meaningless mission statements. He is also a subtle and original thinker with a natural gift for helping us understand how things work."


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Product Details
  • ISBN-13: 9780500511459
  • Publisher: Thames & Hudson Ltd
  • Publisher Imprint: Thames & Hudson Ltd
  • Height: 232 mm
  • Returnable: N
  • Returnable: N
  • Weight: 870 gr
  • ISBN-10: 0500511454
  • Publisher Date: 22 Sep 2003
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Spine Width: 28 mm
  • Width: 175 mm


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