The vast majority of even solid, dependable brands toil along, achieving acceptable but unspectacular results due to an inability to distinguish themselves from their competitors. Their problem? They confuse branding with marketing, brand management with product management, and brand identity with slogans and ad campaigns. Making these distinctions crystal clear is what Branding is all about. This clear and practical guide can help you give your brand an unmistakable and revered identity in a crowded market. Branding offers real solutions for some of the most common and intractable challenges facing both new and established brands. A troubleshooting guide for brands struggling to gain strength, the book can also help your business build a brand from the ground up.

The perception of your brand is a reflection of so much more than the products and services you offer. Short-term bottom-line results are admirable and important, but they do not eliminate the need for a comprehensive brand strategy. Branding gives you all the tools and techniques to build your brand, strengthen its reputation, and keep your company in the public’s favor for many, many years.