Although a myriad of books and research have been published on the subject of brands and branding, we are not much closer to a clear understanding. The panoply of buzzwords for talking about branding really do more harm than good. Only recently top strategy consulting firms started to approach branding as a specialized business practice. Creativity has always dominated the development of brand. Brand management has taken place for years without a theory. Today, however there are fundamental questions about brand management’s underlying principles. Brand management is still in its early stages and yet the tendency is still to manage products with a name or trademark. Yet brand management involves many different reasoning and logic. This book presents a number of logics that managers can use and apply.

Even today many still equate great advertising to successful brand building. Great advertising can build strong brands. But advertising lacks consistently dynamic effects basically because of competition. The romanticized view of advertising is that it can always change what people think about your brand, however the realistic view is that often advertising may not be able to change what people think about your brand which is always very difficult, but only to have them think about your brand at all. Although “common sense” branding is currently widely practiced, there are in fact four different approaches that inherently guide branding. This book explores each one of them with illustrative examples. Visit our free download page to read sample chapters.