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In Corporate Identity, Olins provides a fascinating account of the role image has played in organizations and demonstrates how identity is crucial to the development of a broad customer base. 350 illustrations.

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CHOICE Review

Olin's incomparable book provides a fresh, significant perspective and offers realistic guidelines on creating, sustaining, and managing a corporate identity program. The volume includes nine readable, succinct, yet comprehensive chapters, illustrated with a wide variety of global examples. The author highlights the emerging role of corporate identity programs as major agents of change and addresses identity management as a coordinating resource. Chapter 4 on corporate structure is a major contribution to the understanding and development of corporate identity. Written by an experienced practitioner-academician based in London, the book includes a brief bibliography. Valuable to academics and students, community college through graduate, in business, economics, communications, marketing, advertising, design, public relations, and social science disciplines. Also, must reading for executives and practitioners in these fields. -R. R. Attinson, College of Staten Island, CUNY