The brand marketing book : creating managing and extending the value of your brand Internationally respected marketing consultant Joe Marconi shows how to build a value added brand in todays competitive global marketplace by creating an effective integrated strategy involving advertising marketing publicity and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features on the money guidance for building successful brand strategies and brand loyalty including finding the right name or changing names creating logos signatures and corporate identity programs building a brand through advertising and creating managing and marketing brand equity The right name is a good way to start Building equity in your brand Building brand loyalty When a brand gets into trouble Brand personality and extension positioning : a brand marketing casebook A crash course in brand marketing Brand marketing : today and tomorrow