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Title: Before the Brand : Creating the Unique DNA of an Enduring Brand Identity by Alycia Perry, David Wisnom III ISBN: 0-07-139309-9 Publisher: McGraw-Hill Trade Pub. Date: 18 December, 2002 Format: Paperback Volumes: 1 List Price(USD): $14.95

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Average Customer Rating: 4.29 (7 reviews)

Rating: 5
Summary: Excellent guide for beginner to advanced branding experts
Comment: "Before the Brand" is an easy to read guide on the multiple levels and nuances of branding. Anyone starting or positioning their business for the future should read this book! This information will save you time, money and accelerate your business growth.

Rating: 5
Summary: This Book Demystifies the Branding Process
Comment: I've read a number of books on "brand development" and have found most to lack substance and practical application in business. Before the Brand is founded on credible strategy and gives step-by-step instructions on the art of brand development, whether it be for a personal brand identity, a new or existing business enterprise or a new consumer product. The case studies gave me valuable insight into the process used by major companies while framing the information in ways I can actually put to use in my business.

This is one of those rare business books I'll keep on my shelf for frequent reference.

Rating: 5
Summary: Need to know more about branding?
Comment: Although my post-MBA career started in branding, I have been away from it for several years. Reading this book hit the spot. The book gives a very concise, easy-to-read overview of branding. It includes excellent examples of what both product and service corporations have done to succeeed - and how others have missed the mark.

Specifically, pages 24 - 25 talk about how to get started. It is detailed enough to have a meaningful impact, without becoming obtuse or overwhelming. I highly recommend this book for anyone trying to understand the power of branding. Readers can most certainly benefit from the author's experience.

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