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This text offers a complete overview of the brand management process. It shows how the various components of branding come together and work as part of an overall system, covering the entire spectrum of brand issues, including: brand research; brand positioning; brand identity standards and systems; brand equity measurement; brand marketing and advertising; brand extension; global branding; brand legal issues; developing a brand building organization; and brand building on the Internet. Including 15 checklists and 22 non-traditional brand management techniques, the book aims to be free of jargon and a quick day-to-day reference. It provides a variety of techniques, templates, exercises, "rules of thumb", facts, information, research findings, cases and examples.