Branding is one of the most exciting subjects today; business people worldwide are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in traditional packaged goods markets; the techniques of good branding are equally vital in business-to-business and utilities sectors, and are increasingly applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores topics such as brand valuation and brand licensing, as well as the growing importance of the corporate brand. This book is a must for anyone with an interest in brands.