Complete Idiot's Guide to Brand Management

Whether you are the manager of a large corporation or the owner of a small business, you need to know how to build and maintain powerful brands. This book will help you make decisions about the products and services your company develops or sells. It explains how to develop your target market, how to understand your brand’s core values, and how to develop a brand positioning statement.

Patricia F. Nicolino has an MBA and 21 years of successful brand management experience working with some of the world’s finest consumer packaged goods companies. She has worked on such brands as Oil of Olay™, Clearasil®, and Tyson Chicken. She now owns and operates her own consulting practice, where her clients include companies such as Procter & Gamble, Tropicana, Nestle, and Dole.