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Wally Olins: The Brand Handbook

OLINS WALLY

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Wally Olins: The Brand Handbook

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Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Wally Olins: The Brand Handbook

Regular price
Unit price
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Condition guide
ISBN: 9780500514085
Author: OLINS WALLY
Publisher: THAMES HUDSON
Date of Publication: 2008-06-02
Format: Hardcover
Related Collections: Business, Marketing
Related Topics: Management, Marketing
Goodreads rating: 3.84
(rated by 298 readers)

Description

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 ContentsPreface • 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
 

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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