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Wally Olins: The Brand Handbook

Wally Olins

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Wally Olins sets out the ground rules for branding success in the 21st century


Many people talk about branding, but very few people know how to actually do it. Wally Olins, generally recognized as the world's most experienced practitioner of corporate identity and branding, draws on a lifetime's experience to present a concise, practical guide. He explains - in trademark straightforward fashion - what brands are, how to create them, how to make them work, and how to sustain them.

All aspects of the process are covered, from developing the 'core idea', creating the name and designing the logo to launching and managing a successful branding programme.

Inspirational as well as practical, this easy-reference manual is essential reading for anyone interested in the field of corporate identity and branding.

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'A genuinely compelling history of branding'
Sunday Times

'Anyone wanting to create a brand of their own business should spend time with this book'
Print Business

'Provides insights that books many times its length fail to provide'
Professional Manager

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Product Information

Book Details

Format: PLC (no jacket)

Size: 22.0 x 16.8 cm

Extent: 112 pp

Illustrations: 120

Publication date: 2 June 2008

ISBN: 9780500514085

Contents List

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.

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