Build a powerful brand and pave the way for marketing success

Need to create — or improve — a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding branding blunders, and keeping your brand viable, visible, and healthy.

Discover how to

• Define your company's identity
• Develop your logo and tagline
• Launch your brand marketing plan
• Manage and protect your brand
• Fix a broken brand
• Make customers loyal brand champions