This title is not for advertising and design professionals. It is for all those involved with building and defining their own brands, for those who know that brand management is crucial, but who don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. This handbook demonstrates how this challenge can be tackled head on. Peppered with real-life examples (good and bad), and a brand health checklist, it features pragmatic advice on positioning, targeting and implementation.

Table of Contents:
Part I Defining the brand - its purpose and its benefits: Where brands came from. and why that matters, From birth to death?, And into our own era; The brand as an emotional charge - Types of emotional charge - a model for discussing brands, Finding your level, The virtuous circle, Brand evolution and brand definition; The brand as a personality - Who is your brand?; The brand as a mark of loyalty - Customer expectations and loyalty; The brand as evidence of your unique competitive advantage - Brands need to be more than "surface fluff"; The rise and rise of the retail brand, The multifaceted brand; The B2B and service brand - branding is not just for FMCG; Valuing the brand - not just for the accountants, Branding and profitability. Part II Brand management - the strategy: Business strategy - the brand in context, Growth, branding and risk management - the brand halo, Branding and value drivers - defining the brand; Segmentation - a source of competitive advantage, Novel segmentation, Micro-segmentation - anti-segmentation?; Brand positioning - securing a place in the customer's mind, The process, A vital choice - brands and expectations, Repositioning; Brand extension - beyond wrinkle cream, The product life cycle, Brand augmentation, Brand extension; Brand architecture - putting it all together, The need for a variety of architectures, Product brands, Sub-brands and marks, Validated identity brands, Corporate brands, Global or local brands? Part III Brand management - the implementation: Building positive associations - the moments of truth, What's in a name?, Logos and slogans, Packaging - the Cinderella of branding, Customer relationships, Inventing new interactions and associations; Advertising - not the whole story, Why advertise?, The problems with advertising, Right media, right execution, Beyond advertising, Budgets - does it all come down to money?; Briefing the agency - making sure it works for you; The brand health check; Next steps - Market segmentation, The Branding Performance Map , Training and consultancy.