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    Wally Olins On Brand (Paperback) By (author) Wally Olins

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    DescriptionBrands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. 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. 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.


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  • Full bibliographic data for Wally Olins On Brand

    Title
    Wally Olins On Brand
    Authors and contributors
    By (author) Wally Olins
    Physical properties
    Format: Paperback
    Number of pages: 256
    Width: 168 mm
    Height: 226 mm
    Thickness: 23 mm
    Weight: 658 g
    Language
    English
    ISBN
    ISBN 13: 9780500285152
    ISBN 10: 0500285152
    Classifications

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: T17.1
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    B&T Modifier: Region of Publication: 03
    BIC subject category V2: KJS
    B&T Modifier: Subject Development: 10
    LC classification: HF
    B&T General Subject: 180
    B&T Approval Code: A48500300
    B&T Modifier: Academic Level: 03
    BISAC V2.8: BUS002000
    Warengruppen-Systematik des deutschen Buchhandels: 27860
    BISAC V2.8: BUS043000
    DC22: 658.827
    Abridged Dewey: 380
    Thema V1.0: KJS
    Edition statement
    Reprint
    Publisher
    Thames & Hudson Ltd
    Imprint name
    Thames & Hudson Ltd
    Publication date
    30 March 2005
    Publication City/Country
    London
    Author Information
    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 quote
    'Wally tells it how it is... a man who knows his stuff and refuses to mince his words' - Blueprint
    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