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.
Preface • Introduction • Definitions and Guidelines • Part One: 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 Two: Making Brands Work 5. Developing the Branding Programme 6. Control, Cost and Timing • Part Three: Belief in Branding 7. About Courage 8. Risks 9. Brand Value
