Wally Olins On Brand

Wally Olins On Brand


By (author) Wally Olins

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  • Publisher: Thames & Hudson Ltd
  • Format: Paperback | 256 pages
  • Dimensions: 168mm x 226mm x 23mm | 658g
  • Publication date: 30 March 2005
  • Publication City/Country: London
  • ISBN 10: 0500285152
  • ISBN 13: 9780500285152
  • Edition statement: Reprint
  • Sales rank: 95,732

Product description

Brands 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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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