Create the Perfect Brand

The Chartered Management Institute's e-book of the year by public vote!

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Do you see branding as the key to the success of your business but aren't sure where to start?
This book, written by enthusiastic experts, will help you to maximize your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world.

All aspects of branding are covered including:
- what is a brand and why it is heart, soul and core of a business
- brands in a recession, including the success stories
- methods to value a brand
- brand focus
- brand creation and structure
- brand audience and brand vision
- importance of creativity
- brand implementation
- personal branding
- brand protection- trademark, intellectual property
- brand delivery

Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analyzed!

Create the Perfect Brand includes:

Part one - Brand importance
Chapter 1: What is a brand?
Chapter 2: Why do I need a brand?
Chapter 3: Brands in a recession
Chapter 4: Brand value
Chapter 5: Brand focus

Part two - Brand creation
Chapter 6: Brand culture
Chapter 7: Brand strategy
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Part three - Brand implementation
Chapter 8: The importance of design
Chapter 9: Brand identity
Chapter 10: Brand experience: touchpoints

Part four - Brand support
Chapter 11: Brand champion
Chapter 12: Brand ambassador
Chapter 13: Brand standards
Chapter 14: Brand protection
Chapter 15: Brand delivery

Learn effortlessly with a new easy-to-read page design and interactive features:

Not got much time?
One, five and ten-minute introductions to key principles to get you started.

Author insights
Lots of instant help with common problems and quick tips for success, based on the author's many years of experience.

Test yourself
Tests in the book and online to keep track of your progress.

Extend your knowledge
Extra online articles to give you a richer understanding of the subject.

Five things to remember
Quick refreshers to help you remember the key facts.

Try this
Innovative exercises illustrate what you've learnt and how to use it.