: Covers the fundamental components like brand visibility, architecture, and why branding is a vital corporate resource. Part Two: Making Brands Work
Unlike dense academic texts, The Brand Handbook uses a highly visual format: diagrams, case studies, checklists, and infographics. The book is organized into logical sections:
Wally Olins: The Brand Handbook is a concise, 112-page guide recognized as an essential manual for corporate identity and branding. Published by , it distills Olins' lifetime of experience into practical steps for creating, launching, and managing successful branding programs. Core Branding Principles
Allows the company to compete in different market segments without one brand's reputation affecting another. 🎨 Elements of the Brand Identity
The handbook provides a practical "how-to" for developing the tangible aspects of a brand. Visual Identity
Olins was also a pioneer in , exploring how countries can raise their national identity to the level of an attractive global brand. He discusses how countries now compete for trade and investment using techniques similar to those used by global corporations.
