Introducing students to core brand concepts of belief system, growth, strategy, and social influence, this book provides a strategic framework for creating, refining, and sustaining responsible, believable brands. This book addresses the most important challenge for today's brands—authenticity. In addition to robust theoretical framing, this book provides concrete case studies of companies across industry sectors that exemplify the cornerstones of the brand thinking framework. With theory, applications, and case studies from industry, this book will walk you through the key components of brand thinking and how to build a brand to believe in: from cultivating purpose to creating a unique design and experience.