: The organization operates through individual, standalone brands that often have no visible connection to the parent company (e.g., Procter & Gamble). The "Core Idea"
Olins was also a pioneer in , exploring how countries can raise their national identity to the level of an attractive global brand. He discusses how countries now compete for trade and investment using techniques similar to those used by global corporations. The Brand Handbook Wally Olins Pdf 12
Olins believed that when two products are functionally identical, consumers make choices based on : The organization operates through individual