Powerful brand management is as vital for a niche entrepreneur, small business or charity as it is for a multinational corporation. Any organization that provides a product or service needs to establish its point of differentiation and communicate its benefit to its customers. The Essential Brand Book helps you build a strong brand to provide the key communication with customers, create critical differentiators in the marketplace, shape internal company culture, leverage the intellectual assets of the business and generate increased business performance. Fully updated to include current brand issues, The Essential Brand Book is a companion resource for anyone involved in branding. It contains over 100 business models and techniques for building brand value and is illustrated throughout with case studies. The book is divided into four key areas -Brand communication -Brand definition -Brand equity -Brand strategy