Wally Olins The Brand Handbook /anglais

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 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 Making Brands Work 5. Developing the Branding Programme 6. Control, Cost and Timing • Part Belief in Branding 7. About Courage 8. Risks 9. Brand Value