Building Brands: What Really Matters

Building Brands: What Really Matters demystifies the concept of branding, making the complex concepts within the marketing discipline simple to understand. The book covers branding in a way business people can easily relate to. Ed Burghard offers real-life examples of how he has successfully applied branding concepts to his work at Procter & Gamble over his three decade marketing career. The templates for developing a brand strategy are easy to understand and implement. While some branding experts seem to want to create a mystique around the branding of products and organizations, this book makes the important thinking around a brand accessible and even empowering. The book includes a special focus on the unique topic of place branding. This is a must read for every small business owner, entrepreneur, economic development professional and student interested in understanding how to effectively brand a product, service, business or place.