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Full Description
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. 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. 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.
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
