Build positive impressions of your product or business Build a powerful brand and pave the way for marketing success Need to create -- or improve -- a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding branding blunders, and keeping your brand viable, visible, and healthy. Discover how to * Define your company's identity * Develop your logo and tagline * Launch your brand marketing plan * Manage and protect your brand * Fix a broken brand * Make customers loyal brand champions