BrandKnew September 2013 January 2014 | Page 43

brandknewmag.com 42 Brand Relations Management: Bridging the Gap Between Brand Promise and Brand Delivery Brand Relations Management is a book for all those interested in strategy and marketing. The primary intention is to show that both brand promise and brand delivery are necessary in order to build a sustainable brand. The book’s greatest strength is that it gathers and presents all the relevant theories of brand building. Designing Brand Identity By Alina Wheeler By Tony Apéria, Rolf Back What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest By Denise Lee Yohn How great organizations put their company’s brand front and centerResearch suggests that only a small portion of companies practice brandbuilding the way great brands do. “What Great Brands Do” reveals how exceptional firms rely on a brand-as-business management approach in order to grow and succeed in tough economic climates, regardless of the size of their marketing budgets. This must-have guide distills their approach into seven guiding principles and best practices to provide a thoughtful and practical methodology for putting a company’s brand in the driver’s seat of the organization. StoryBranding: Creating StandOut Brands Through