This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

With mounting consumer distrust and an unprecedented proliferation of new brands, it has become more difficult than ever for marketeers to establish and maintain a strong identity in the market place. However, one method by which organizations may succeed in gaining greater market share and moving ahead of their competitors is by adding value to brand development