La idea de branding en Wally Olins y su fundamentación en las nociones de pretensión, argumento y sistemas de vigencias en Julián Marías

Abstract

This thesis studies a contemporary professional tradition - branding - and connects it with a philosophy, that of Julián Marías, to investigate the humanistic substratum of the development of organizations and their brands. We thus propose a philosophical reflection on one of the most representative phenomena of our time: organizations and their brands. For this dialogue between branding and philosophy, we start with one of the fathers of corporate identity: Wally Olins. Although he was erroneously labeled as a graphic designer, Olins has been a consultant in diverse areas such as strategy or corporate change programs, and has defended that brands are much more than a logo or a visual identity. Considered the precursor of corporate identity consulting, his books and writings attest to his efforts to clarify many concepts related to that area. In fact, his written work - which has been translated into 18 languages - made corporate identity an area of academic research and a topic of discussion in business schools..