VanAuken, a brand management consultant, speaker, and writer, offers a reference guide to branding that includes concepts, templates, worksheets, research, checklists, assessment tools, examples, and case studies. It covers branding concepts and the brand management process; designing the brand by understanding the consumer and competition, as well as the brand identity system and standards; building the brand, including driving consumer brand insistence, advertising, nontraditional marketing approaches, online branding, developing a brand building organization, integrated marketing, and creating the total brand experience; leveraging the brand through extension and global branding; brand research and measurement; the effects of organization age and size on brand management; legal issues; and common problems. This edition has been revised and updated to include new topics, such as big data, blogs, social media, shared values, sustainability, neuromarketing, private label brands, upscale consumers, storytelling, social responsibility, and basic human needs, fears, and other behavioral motivators, as well as more on brand architecture strategy for clients that have grown through mergers and acquisitions. It includes discussion of differentiating commodities, creating “category of one” brands, brand archetypes, and positioning, and more examples. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)