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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. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.

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.

Creating passion brands: getting to the heart of branding

The book provides a theoretical explanation of brand management in addition to practical strategies for creating and managing strong brands.

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.

Showing 5 of 11 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.

Competing on social purpose: brands that win by tying mission to growth

Consumers increasingly expect brands to have a social purpose beyond mere functional benefits. As a result, companies are taking social stands in very visible ways. For example, TOMS’s one-for-one program donates shoes and other goods for every product the company sells. Such programs can benefit society and the brand, but they may fizzle or actually harm the company if they’re not carefully managed. The authors have developed an approach they call “competing on social purpose,” which ties a brand’s most ambitious social aspirations to its most pressing growth needs. An effective strategy creates value by strengthening a brand’s key attributes or building new adjacencies. At the same time, it mitigates the risk of negative associations and threats to stakeholder acceptance. In order to create value for all stakeholders—customers, the company, shareholders, and society at large—managers must integrate considered acts of generosity with the strategic pursuit of brand goals

How marketing can make mergers and acquisitions easy

The article discusses how an effective marketing plan can facilitate transition and strengthen brands following a merger and acquisition (M&A). The suggestions include having a pre-announcement meeting with executive teams to discuss timelines, branding and social media, creating and following a schedule and focusing on the first 100 days of the merger. The importance of the rules of M&A, proper planning and communicating with customers is also included..

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.

Why do firms delete brands? Insights from a qualitative study

Large consumer goods firms manage and market an assortment of brands and consistently deal with strategic challenges related to brand portfolio management, such as creating or acquiring brands, growing brand equity, managing brands in the portfolio and deleting brands. There is substantial research on several areas of brand portfolio management except in the area of brand deletion. This situation exists despite the fact that deleting weak brands has important implications for a firm and its brand portfolio. Therefore, it is critical to understand why firms delete brands from their portfolios. This research applies a qualitative approach using semi-structured interviews and thematic analysis in the context of firms that adopt a ‘house of brands’ brand architecture and presents findings guided by the strategic decision-making literature

Business continuity helps protect reputation, brand and data

The article discusses the importance of a best practice plan for business continuity, disaster recovery, and compliance to protect one's reputation, brand and data. Also cited are the experience of independent global healthcare provider Healthways as example, the best practice plan prepared by Sungard Availability Services (Sungard AS) for Healthways, and the comment by Healthways' Andy Wyley on their operation..

Showing 5 of 27 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.