Integration of all business processes based on a carefully thought-out brand is a prerequisite for effective company management. The book is the first to examine the problems of forming a full-fledged brand, as well as the image and reputation of a company in the context of personnel management. The creation and positioning of a brand and internal PR, corporate culture as a brand resource, company philosophy and management methods are analyzed by the authors using numerous examples from domestic business practice. The book is aimed at executives, HR and public relations managers, as well as anyone interested in the specifics of technologies of modern management.