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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.

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

A practical guide to creating and managing successful brands.

Conscious branding

A step-by-step guide to building a brand, written from a US perspective.

Creating passion brands: getting to the heart of branding

A guide to branding for CEOs, marketing professionals and MBA students.

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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.

Online articles

The Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

The best way to respond to social fury? It's still up for argument

The article presents insights on how marketers deal with online outrage, including the effect of online outrage on brands. Topics include a study of angry posters during outrage situations, criticisms to an advertisement for the supplement brand Protein World, and comments from Kimberly Legocki, one of the study authors.

The CEO of Levi Strauss on leading an iconic brand back to growth

The author details the strategy used for the Levis brand, the company having an erratic financial performance for a decade.

Prune the brand portfolio?

The article discusses the actions of a fictionalized company in the global hotel industry following its acquisition of another hotel, with a particular focus of the company's portfolio strategy of examining its various brand name hotels. It discusses consumer attitudes towards different hotel brands, including in regard to investing in various hotels.

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Useful links


Business and 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

Build 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.

Creating a brand
Business guide from Atom Content Marketing.


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.