Helps companies create stronger brands by offering real substance. This book offers step-by-step considerations, and a five-phase process for creating and implementing effective brand identity. It contains the tools needed, whether a brand manager, marketer, or designer, when creating or managing a brand. It includes various full-color examples.

Describes an approach to creating a position in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.

The book that offers a cure for affluenza, 'No Logo' is one of those rare books that defines a generation, the most significant one since Douglas Coupland's 'Generation X'.

Offers a hands-on action plan for building a cohesive brand strategy from the ground up. This book guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons.

As industries turn increasingly hostile, strong brand-building skills are needed to survive and prosper. In this text managers can discover the value of brand as a strategic asset and a company's primary source of cmopetitive advantage.