Academic journal article Journal of Media Research

The Brand Handbook

Academic journal article Journal of Media Research

The Brand Handbook

Article excerpt

The Brand Handbook Author: Wally Olins Vellant Publishing House, 2009

'In an irreligious world, brands provide us with beliefs. They define who we are and signal our affiliations"2

Nowadays one of the most used terms in the field of communication, the concept of "branding" comes from the anglo-saxon term which genetically defines the creation, recreation or consolidation work of a brand, designating, by means of collections of graphic symbols, experiences and associations of cultural and personal type, the complex identity of a company, institution, person, service or product in relationship with the consumer. The brand is, therefore, an association of names and symbols, directly linked to a set of recognized benefits and values, which is addressed to the public's mind and heart.3

The aim of the present review is to present a book that can be considered as an essential, extremely concise guide to a successful branding and brand management activity.

The book has three distinctive parts, each of them attempting to describe and explain, both from the theoretical and practical point of view, essential aspects and elements of branding.

Thus, the first part introduces the reader some of the most important basic notions of branding, such as the definition of branding, brand visibility with its specific idea, tangible and visual elements, brand architecture, branding as a corporative resource. It also tries to offer a pragmatic answer to one of the most important and also difficult questions for a PR specialist: "Why and when should a brand be introduced or created?", analysing different types of brands: new brands, reinvented brands, reasons for a change and so on, all of them being accompanied by real examples in branding industry.

The second part of Olins' research tries to explain how branding works, going presenting facts related to brand implementation, work stages, costs, timing and control. …

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