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Brand identity is the special quality that gives a product or service its unique character in the minds of consumers. While establishing brand identity has never been easy, thanks to the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it is now more difficult than ever. This guide provides simple steps for overcoming those obstacles in order to develop and deploy a strategy for creating a solid brand identity.

Advance Praise for The Masterbrand Mandate " The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." — Bruce L. Claflin President and COO, 3Com Corporation " The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a ‘ now’ book that anyone managing an organization should...