This book, written with Russian authors-practices, will help to build a successful and strong brand in the field of retail business. Incremental description of process of his creation is given in her - from determination of idea of brand to the attributes and advertisement. A book is based on the complex of unique authorial ideas that were successfully incarnate in a number of network retail structures and does not have analogues in world practice. Analysis of experience and real examples to activity of such companies, as the "Seventh continent", "Crossing", "Euronetwork", "SUBWAY Cache end of Керри" and other presented in a book illustrate the ideas of authors and allow to find the unique market niche and score a success with business to not only the large retail formats but also representatives of midsize and shallow business.A book is intended for the businessmen of any level, leaders in the field of retail business and specialists on marketing and contiguous types of activity.