To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference

This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience.