For an organization of any size, its brand is one of its most critical business assets. Yet, while the word "branding" officially has entered the buzzwords category, the strategic and systematic act of branding is often overlooked.

Organizations fail to make it a part of their business strategy, and therefore they are unable to take full advantage of what an effective brand can do for the success of their business.

This is the "textbook" of branding. Everything you need to know to begin building a brilliant brand for your company.