What the book is about

This book is the first practical guide to brand development in the world.

It appeared in response to an unconscious tactic employed by branding specialists: to conceal the truth about brand creation. Have you ever wondered why there are recommendations for almost everything, from good sex to a good brainstorming session, but no recommendations on consistent brand creation?

However, the reason for the lack of brand creation guides doesn’t matter any more now that this book has been written. Its author sets out the technique of step-by-step creation of working brands which was tried and tested on more than 200 projects within 5 years.

About the authors

Valentin Pertsiya is the CEO and co-owner of BrandAid company (Russia, Ukraine). Under his guidance, the company implemented more than 200 various projects within 5 years. He created a brand development technology that guarantees results. He also created two workshops, “Brand Anatomy” and “Orange Dragon”. Author of the book “Branding: Basic Training” (Peter, 2005).

Lilia Mamleyeva, MBA, Managing Director of BrandAid Ukraine. More than 5 years of experience in brand research. Author of qualitative research techniques. Participated in over 150 projects on brand creation and/or modification. Teacher at several Ukrainian higher education institutions, coach of consumer research in branding.

Who this book is for

Top management – to help them figure out what marketing managers and contractors should do to create a brand.

Marketing directors, specialists and brand managers to help them understand how to create brands and develop them properly.

Advertising specialists so that in addition to doing good advertising, they learn to create good brands.

What makes this book special

This book will help turn brand creation from a “creative process” that’s impossible to control and channel into a “technology” that yields real results.

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Full contents

Some chapters from the book

• Chapter “Foreword for business owners, directors and top managers”

Friends of the book

• The book cover was designed by Alexander Ivanishin, Creative Director of Gaidai.com.
• Sergei Gaidai, owner and CEO of Gaidai.com, contributed to this book.
• The photograph for the cover was taken by Igor Gaidai, creator and owner of the best photographic studio in Ukraine, Gaidai Studio.