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Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.

Branding (Marketing) --- basics of branding --- positioning statement --- emotional branding --- consumer insights --- corporate branding --- global branding --- country branding --- market research --- creativity --- ideation --- innovation model --- brand names and logos --- B2B --- business-to-business --- value proposition --- value pricing --- commoditization --- marketing and sales alignment --- silos --- brand trust --- social media --- brand architecture --- personal branding --- employer branding --- brand equity --- B2C --- business-to-consumer