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Brand management

Find out more about brand management with our selection of articles, books and online resources. We provide quick links to tools, techniques and best practices you can apply to your business.

What's on this page?

  • eBooks
  • Briefings
  • Online articles
  • Useful links
  • Articles and books from the Library

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Expert help for your enquiries and research.

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Featured article

Beating bling with a better brand

Thoughtful branding can elevate your product to the same level as better-resourced competitors. This article is a case study focusing on the marketing efforts to expand a watch company within China.

You will need to be logged-in to the website to access this article.

Featured book

The go-to expert: how to grow your reputation, differentiate yourself from the competition and win new business

H.Townsend (Pearson Education, 2014, 273 pages)
This book offers advice on packaging your brand and making your services irresistible to clients. 

To borrow this book please contact the Library.


The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.

Branding your business

Practical guide to creating and managing successful brands which stand out in the marketplace. Explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand.

Conscious branding

The book's chapters cover the importance of brands, brand confusion, marketing communications and public relations, product design, operations management, and long-term brand management.

Developing winning brand strategies

The book contains chapters on uncovering potential for growth, balancing stakeholder choices, brand management, and evolving a business strategy that can sustain the strength of a brand.

Discount business strategy: how the new market leaders are redefining business strategy

The book explores why some companies are more successful than others, and contrasts their business strategies with regard to pricing and sales. It includes chapters on discount-based business strategy, the attractiveness of a core product, the value of good brand management and social capital. It features three case studies to illustrate successful corporate strategy.

Emerging trends, threats and opportunities in international marketing: what executives need to know

The book is composed of a series of marketing research articles, loosely grouped under four headings: marketing and PR in an uncertain world, competition from emerging international markets, global sourcing and supply chain, and marketing challenges engendered by current events. This last section covers brand management, trade and terrorism, and marketing in the wake of financial crisis.

Showing 5 of 10 items

Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.


Briefings are four-page guides from Atom Content Marketing written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Creating a brand


Having a brand helps differentiate your business from competing firms and build customer loyalty. Branding isn't just for multinationals with huge budgets. Small and medium-sized firms can create an effective brand by examining how the business works and what it means to customers, then acting on the results.

Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Beating bling with better brands

Thoughtful branding can elevate your product to the same level as better-resourced competitors. This article is a case study focusing on the marketing efforts to expand a watch company within China. It provides an overview of the marketing of luxury brand name products to the Chinese, with particular regard to local luxury spending trends and the use of celebrities.

The keys to guarding reputation

The article offers information on functions of board of directors' oversight of reputation risk management which are classified in five areas. Among the functions mentioned are integration of risk into business planning and strategy setting, effective communications and brand and image building, and positive culture on compliance with regulations, laws, and internal policies.

How franchises grow fast

Quick overexpansion is easy. Preparing franchise brands for strong, lasting growth is harder. The key is perfecting the concept, laying down a strong support structure and developing a loyal customer base before opening up the throttle. And to sustain rapid brand growth, it's crucial to offer support to franchisees.

Brand valuation in a spin

As branding has become more important to businesses, the valuation industry has responded by producing brand valuation league tables ranking the most valuable brands. But how helpful are these tables in reality?

Don't let big data take over your brand

Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Advanced marketing analytics and big data are making it harder to resist short-term promotional pressures. Here's some examples of companies which are using market segmentation and data analysis to work on brand building as well as quick-fix sales promotions.

Showing 5 of 23 items

Useful links


Finance & Management Faculty
View articles on marketing and brand management. Free to faculty members.

Guides and reports

Brand equity database with individual annual reports covering:

  • top 100 global brands
  • top 50 most valuable Chinese brands
  • top 50 most valuable Latin American brands
  • top 25 most valuable global retail brands.

How to protect your intellectual property
Guidance from GOV.UK for businesses on copyright, patents and trademarks.

The power of branding: a practical guide
Guide from the Design Council on branding which outlines what branding is and how you can use it to help improve your business or the perception of your service. Sections cover:

  • what we mean by brand and branding
  • how the web has changed the relationship with customers
  • how branding can help your business
  • the key ingredients of any good brand
  • how to communicate, manage and develop your brand identity
  • branding for different market sectors
  • the relationship between design and branding

Your personal brand
Tools and advice from PwC's careers section with an Online ID Calculator to analyse your online reputation and an interactive PDF workbook to help map your brand plan.


Brand Finance
Leading brand valuation consultancy. The Knowledge Centre section of the site contains research into the world’s most valuable brands and includes reports, articles, white papers and league tables.

British Brand Group
A membership organisation comprising many leading brand manufacturers. The group's publications include case studies and briefings.

Intellectual Property Office
Government body offering help and advice on protecting intellectual property.

Superbrands UK
Superbrands UK commissions independent research to identify the UK’s strongest brands. It produces annual league tables for Consumer Superbrands and Business Superbrands. Superbrands UK is part of a global business operating in over 50 countries worldwide.

Previously known as the World Advertising Research Center, WARC provides information and research on all aspects of marketing, media and communications. Registration is required to access articles, papers and case studies. A free trial is available.

Articles and books in the Library collection

Selected books and articles

Value in familiarity?
Finance and Management, No.244. June 2016 p13-15.
This article looks at the best way for a business to value its brand, and how to make the most of it financially. Available online to logged in Finance and Management faculty members.

MicroDomination: how to leverage social media and content marketing to build a mini-business empire around your personal brand
Young, T. (John Wiley & Sons, 2013)
This new book from entrepreneur and communications guru Trevor Young shows you how to tap into your particular area of expertise and build a small business around what you know and love. Features actionable guidance on using content marketing and social media to grow your brand and business.

Get your customers' Pinterest
Director, March 2013. pp.78-81
Discusses the social network website Pinterest, which allows users to post images that interest them on to their profile. Discusses how businesses can use this to interest potential customers in new products.

The brand likeability effect: can firms make themselves more likeable?
Journal of General Management, Vol.38. No.3. Spring 2013. pp.25-50
Brand likeability is a concept that is little researched, particularly at the firm level. The question of 'what is likeable?' has not yet been answered thoroughly and few studies have to date examined what causes a firm or brand to be perceived as liked or disliked. This paper aims to provide an understanding of the theories and concepts that explain brand likeability.

Find more articles and books

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.