ICAEW.com works better with JavaScript enabled.

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
  • Small Business Update
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com
T  +44 (0)20 7920 8620
F  +44 (0)20 7920 8621

Featured article

The secrets of the top brands

The results of Entrepreneur magazine's survey into the most trusted companies are presented. Jason Daley highlights lessons to take away from their success. Includes a feature on 'How Apple ruined branding'.


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.

From idea to profit: how to market innovative products and services

Divided into three parts covering innovative strategy, creative behaviour, and inventive marketing. It includes theoretical and practical advice on brand management, intellectual property, marketing and PR.

Fundamentals of global strategy: a business model approach

Looks at the opportunities and risks associated with staking out a global competitive presence and introduces the fundamentals of global strategic thinking. It includes chapters on target markets and modes of entry, globalising the value proposition, global branding, globalising the value chain infrastructure, supply chain management, and globalising the management model.

Good small business guide: how to start and grow your own business

Aimed at entrepreneurs starting a small business. It includes chapters on business planning, brand management and intellectual property, finding premises, marketing and PR, communicating with your customers, using information technology, and managing yourself and others.

Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success

Guidance on the marketing of professional services firms. Chapters cover marketing plans, brand management, thought leadership, and general marketing strategies.

The marketing manifesto

Tips for successful marketing and brand management. Chapters deal with preparing marketing plans and compaigns, mergers and acquisitions, and marketing leadership.

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.


Directors' Briefings and Start-Up Briefings are four-page guides written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.

Creating a brand

Having a brand can differentiate your business from your competitors and drive customer loyalty.

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

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.

The secrets of the top brands

The results of Entrepreneur magazine's survey into the most trusted companies are presented. Jason Daley highlights lessons to take away from their success. Includes a feature on 'How Apple ruined branding'.

Make the most of a polarizing brand

Start by measuring your "brand dispersion" and then use the authors' strategies to drive sales. You can either capitalize on existing polarization or create it to stand apart from your competitors.

Where did you get that name?

Six independent agency start-up owners describe the inspiration behind their company names. The right name can communicate what customers should expect from the company, providing a shorthand for what the company does and how it works. A brandable, memorable name generates interest.

The right name can make or break a business

Article on the importance of having a company name which helps the customer understand the nature of the work carried out. Be wary of using your family name for your business, as this can make it unremarkable.

Gearing up towards content success

Brand management through content marketing - the creation and sharing of content focused not on selling but on providing information to customers - is growing in popularity. The content doesn't necessarily need to be entertaining or aim to reach a large audience - as long as it is timely, relevant and helpful to key customers.

Building brands in emerging markets

A look at the process of establishing and building consumer product brands in emerging markets.

The age of influence

With the rise of social media, personal branding has evolved. David Benady makes the case for focusing on substance over hyperbole. Social media should be used to share expertise and information of value rather than for mere self-promotion.

Leveraging diversity

The article discusses the advantages of diversity within companies and looks at how leveraging diversity can help attract a wider customer base and promote brand loyalty. Topics include the results of Lord Davies' report on Women in Boards, suggestions for how organizations can retain employees from underrepresented groups, and positive examples of flexible working offered by BT and P&G.

Keys to success: how to effectively rebrand during a recession

The article discusses the need for businesses to view a recession as an opportunity to grow or reinvent their brands instead of just waiting for the recession to end. Studies have shown that a recession can be a good time to engage in a rebranding effort despite the amount of time and money needed. Tips on launching a rebranding program during a recession are presented, including monitoring consumer trends, developing a clear brand strategy, and spending wisely.

How to avoid company name clashes

Tips for avoiding company name clashes in various countries, with case examples - covers the UK, US, Germany, Russia, China and Hong Kong.

What's in a name?

A look at brand protection and the importance of registering your trade marks. Your company name is your passport to getting noticed in commercial life.

Small Business Update

Small Business Update is a monthly magazine for SMEs with articles covering the latest regulatory developments, practical advice and hot topics.

Building a brand

A memorable brand can reinforce your difference from competitors and can help to encourage customer loyalty. But developing a lasting brand involves a lot more than simply redesigning your logo

Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.

Useful links


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

Guides and reports

Brand Valuation
A basic fact sheet from the International Trademark Association (INTA), an international non-profit organisation. The fact sheet defines a brand, why and how brands are valued.

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 articles

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 fax on +44 (0)20 7920 8621 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.