TY  - BOOK
AU  - Olins,Wally
TI  - Wally Olins on brand
SN  - 0500511454 :
U1  - 658.827 21
PY  - 2003///
CY  - London
PB  - Thames & Hudson
KW  - Brand name products
N1  - 1; Why Brands Are Important to Customers --; 2; How VW, the Ultimate Craft-Based Company, Fell in Love with Brands --; 3; Where Brands Came From and What Happened When They Grew Up --; 4; Living the Brand: Managing Service Brands --; 5; Brands on a Global Stage: Homogeneity, Heterogeneity and Attitude --; 6; Why Brands Are Important Inside Companies: Bonding as Much as Branding --; 7; 'Made in...' What Does it Mean and What Is it Worth? --; 8; Branding the Nation --; 9; How to Create and Sustain a Brand: Some Guidelines --; 10; Branding and Making Money --; 11; Brands: Who is Really in Charge? --; 12; Branding's Future
ER  -