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
About the Author
Wallace Wally Olins, CBE was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and served as their chairman. Olins advised many of the world’s leading organisations on identity, branding, communication and related matters including BT, Renault, Volkswagen, Tata and Lloyds. He pioneered the concept of the nation as a brand and has worked on branding projects for a number of cities and countries, including London, Mauritius, Northern Ireland, Poland, Portugal, and Lithuania.