by WallyOlins (Author)
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.
Format: Paperback
Pages: 256
Edition: Reprint
Publisher: Thames and Hudson Ltd
Published: 25 Oct 2004
ISBN 10: 0500285152
ISBN 13: 9780500285152
Book Overview: A comprehensive insight into the history and development of brands by the leading brand creator