On Brand [Hardcover]

'Wally tells it how it is... a man who knows his stuff and refuses to mince his words' - Blueprint --This text refers to the Paperback edition.

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.

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.