Book Review - Wally Olins (2003): on Brand

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Political
 Branding,
 WS11
 

 

18.01.12
 

BOOK REVIEW
Olins, Wally (2003): Marke, Marke, Marke. Den Brand stärken. Frankfurt/New York. I  don’t
 think
 that
 anyone
 is
 going
 to
 deny
 that
 Wally
 Olins
 is
 a
 leading
 authority
 in
 his
 area
  of
 expertise
 –
 branding
 and
 corporate
 identity.
 Olins
 was
 born
 in
 London
 in
 1930
 and
  studied
 history
 at
 Oxford.
 After
 that,
 he
 joined
 an
 advertising
 agency
 and
 soon
 was
 sent
 to
  India
 to
 run
 the
 office
 there.
 Five
 years
 later
 he
 came
 back
 to
 London
 and
 co
 founded
 Wolff
  Olins.
 He
 is
 currently
 the
 chairman
 of
 Saffron
 Brand
 Consultants.
 Olins
 has
 written
 several
  books,
 such
 as
 Corporate
 Identity
 (published
 in
 1989)
 and
 the
 one
 this
 review
 is
 about,
  Wally
 Olins
 On
 Brand1
 (2003),
 which
 was
 published
 in
 20
 countries
 .2
 
  Wally
 Olins
 On
 Brand
 is
 –
 as
 the
 title
 suggests
 –
 about
 brands’
 history,
 brand
 development,
  nation
 branding
 and
 guidelines
 for
 branding
 and
 an
 outlook
 into
 the
 future
 of
 brands.
 The
  books
 is
 very
 well
 and
 comprehensibly
 written,
 it
 explains
 various
 concepts
 of
 different
  brands
 without
 using
 cryptic,
 scientific
 language
 and
 illustrates
 these
 concepts
 with
 real
 life
  examples
 and
 interesting
 little
 stories.
 This
 way
 one
 not
 only
 learns
 about
 the
 theory
  behind
 branding
 but
 also
 about
 the
 diverse
 –
 sometimes
 more,
 sometimes
 less
 successful
 –
  applications
 of
 branding
 concepts
 implemented
 by
 well
 know
 corporations.
 The
  combination
 of
 telling
 a
 story
 while
 conveying
 a
 lot
 of
 facts
 makes
 this
 book
 very
  entertaining
 and
 easy
 to
 read.
 
  “Marken
 treten
 in
 allen
 Größen
 und
 Formen
 auf;
 […]
 Unabhängig
 von
 ihrer
  Erscheinungsform
 gilt
 jedoch
 für
 fast
 alle,
 dass
 es
 nicht
 nur
 ihr
 praktischer
 Nutzen,
 sondern
  auch
 das
 mit
 ihnen
 verbundene
 Image
 ist,
 was
 ihnen
 Stärke
 verleiht.”3
 On
 the
 basis
 of
 many
  different
 examples
 Olins
 demonstrates
 the
 importance
 and
 influence
 of
 a
 strong
 brand,
 such
  as
 Disney,
 Coca-­‐Cola,
 McDonald’s
 and
 Nike.
  VW
 started
 as
 an
 automobile
 manufacturer
 that
 was
 very
 focused
 on
 the
 domestic
 market
  and
 produced
 its
 cars
 according
 to
 the
 domestic
 requirements.
 VW’s
 main
 selling
  proposition
 was
 the
 quality
 and
 indestructibility
 of
 its
 car
 –
 the
 beetle.
 The
 beetle
 was
 still
 a
  world-­‐wide
 success,
 but
 not
 because
 of
 branding.
 The
 paradigm
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