Brand Mix

McGraw Hill's Big Book of Marketing is, they say: "The most comprehensive book of its kind... the definitive resource for marketing your business in the twenty-first century."

Each of its 24 chapters covers practical advice about a part of the marketing process--everything from pricing, distribution, advertising to sales management and warehousing. Chapter 4 of the book is all about branding and that's the one that's available for free download on landor.com. Landor contributed most of the content for this chapter. Some of the chapter sections are:

1. The difference between a brand and branding: As Walter Landor himself said: "Products are made in the factory, but brands are created in the mind." If a brand resides in the mind, then branding is about influencing people's impressions through word and deed.

2. Starting a branding project: If you start out with the right reason, the right commitment, the right business strategy and the right (customer) focus, you'll be starting out on the right foot.

3. The brand strategy: Defining the brand idea, the brand architecture and the brand personality as well as producing the creative brief.

Also covered: Creating and delivering the brand experience, managing a brand and measuring the performance of a brand.

Download available: The essentials of branding from The Big Book of Marketing, McGraw-Hill, edited by Anthony G. Bennett