The Brand Handbook

[niquiem]

«The Brand Handbook»
Wally Olins

О книге

A pioneer in the world of branding and identity, Wally Olins, has
written several books. This, The Brand Handbook, is his latest. It is a
completely revised and updated edition of his out-of-print 1995 classic
introductory guide to corporate identity, and the ultimate primer on
brands and branding.

A step-by-step practical guide to understanding and creating brands,
Wally Olins: The Brand Handbook is the Boy Scout manual of
branding: straight to the point, compact, colourful, and built to be dog-
eared by regular use.

Subdivided into nine clearly defined sections, with case-study
examples and ‘take-away’ questions, The Brand Handbook explores
and explains a wide spectrum of brands and branding programmes,
including Apple in the US, Mitsubishi in Japan, Repsol in Spain, Daimler
in Germany and Lloyd’s in the UK, and sets out the ground rules for
branding success in the 21st century.

The Brand Handbook is a basic , comprehensive, spirited and, above
all, clear discussion of the discipline and practice of branding, ideal for:
Marketing and design students, Managers, MBA students, Business
or design journalists.

People working in branding, advertising and marketing will find The
Brand Handbook makes a potent refresher course and an accessible
desk reference; a marketing manager considering undertaking a
branding project will find it indispensable.
Об авторе 
Wally Olins is a distinguished veteran of his profession and a veritable
legend in his own time; he is co-founder and chairman of Saffron
Brand Consultants; he is author of The Corporate Personality (1978),
Corporate Identity: making business strategy visible through design
(1989), Trading Identities: how companies and countries are taking on
each others’ roles (1999), and Wally Olins On Brand (2003); with
Michael Wolff, he co-founded Wolff Olins in the 1960s.

От меня

В общем, автор - крутой дядька, открывший такие бренды как Orange и Repsol.
Книга носит скорее ознакомительный характер: в ней процесс создания бренда
наложен на 7 шагов, о которых я уже писал раньше. Достаточно подробно
и интересно описано что надо делать, но вряд ли вы узнаете как. Таким
образом, книга скорее будет полезна директорам фирм, а не дизайнерам.

Сайт автора | Страничка книга (на которой можно посмотреть первые страницы).