This book is the world's first practical guide to brand development. The authors present a step-by-step methodology for creating a working brand, tested over five years on more than 200 projects. The book consists of two parts. The first is intended for business owners, directors and top managers of companies. After reading it, you will understand whether you really have a brand in the full sense of the word. If it turns out that you do not have a brand, the second part of the book should be carefully read by your subordinates (marketing deputies, marketing managers, marketing department specialists) and partners (consultants, advertising agents, contractors) - that is, everyone to whom you pay money for help in developing your business.