Wally Olins : the brand handbook /
Olins, Wally, 1930-2014
Wally Olins : the brand handbook / Wally Olins. - 112 pages : color illustrations ; 23 cm
Includes index.
Brand visability -- Brand architecure -- Why and when to introduce branding -- The brand as a coroprate resource -- Developing the branding programme -- Control, cost and timing -- About courage -- Risk -- Brand valuation.
9780500514085 (hardback)
Branding (Marketing)
Brand name products--Management.
658.827
Wally Olins : the brand handbook / Wally Olins. - 112 pages : color illustrations ; 23 cm
Includes index.
Brand visability -- Brand architecure -- Why and when to introduce branding -- The brand as a coroprate resource -- Developing the branding programme -- Control, cost and timing -- About courage -- Risk -- Brand valuation.
9780500514085 (hardback)
Branding (Marketing)
Brand name products--Management.
658.827