The Brand Handbook

Wally Olins
The Brand Handbook

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. (…)


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