Brand guru Wally Olins launched his latest book, The Brand Handbook at Oxford book store in Mumbai last night. Olins (pictured) is co-founder and chairman, Saffron Brand Consultants which has recently announced the launch of its office in Mumbai.
The book is a comprehensive guide to understanding and creating brands. It is subdivided into nine sections, with case-study examples and 'take-away' questions. It 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.
Olins said, The Brand Handbook is basic, comprehensive, spirited and above all clears discussion of the discipline and practice of branding. This book is ideal for managers, MBA students, business or design journalists, marketing and design students. 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."
Olins has authored various books on the subject of corporate identity and branding including 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).