ICAEW.com works better with JavaScript enabled.

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.
Contents
Back to top

Latest on brand management

Read our latest features and articles on brand management.
Brewdog case shines light on procurement fraud
  • Article
  • 12 Oct 2023
Beer brand CEO’s frank LinkedIn post lifts lid on actions of rogue sales agent who almost cost company 100,000 cans. Here, experts weigh in with thoughts on the wider lessons.
New index helps brands avoid greenwashing and greenhushing
  • Article
  • 18 Jul 2023
Minding the ‘sustainability gap’ can help brands realise billions of pounds in untapped value, according to a study of differences between ESG perceptions and performance
Big Four secure top-10 positions in brand value index
  • Article
  • 17 May 2023
The index has also turned attention to why mid-tier accountancy firms are not currently using brand better in order to elevate themselves above their competition.
Accountancy firms: unfulfilled branding potential
  • Article
  • 03 Apr 2023
A lacklustre performance by accountancy firms in the Business Superbrand rankings rings alarm bells. With current structural upheaval, the need to stand out from the competition is more important than ever.
Update to audit reports for branded medicines schemes
  • Article
  • 02 Mar 2023
The Department of Health and ICAEW have reviewed the audit reports required under the scheme to ensure they continue to comply with International Standards on Auditing (UK).
The popcorn business catering for an international appetite
  • Article
  • 21 Oct 2022
Never mind selling coals to Newcastle, Joe & Seph’s has found business growth in selling popcorn to the Americans – and others – as its export strategy pays dividends for the UK-based brand.
How can accountants channel Patagonia’s zeal for purpose?
  • Article
  • 19 Oct 2022
As the clothing brand strengthens its dedication to environmental causes, we look at what accountants could do to emulate its commitment.
ICAEW calls for UK crypto asset tax reform
  • Article
  • 20 Sep 2022
ICAEW highlights the difficulties taxpayers face in applying the current tax regime to crypto asset activity. It makes the case for a brand-new set of rules to apply in this area.
Read more

Reports

Special report - Corporate image
  • Report
  • 2018
Developing and enhancing your branding as a business can greatly enhance your market presence, especially on-line. This report covers the most important aspects to bear in mind when developing a brand strategy.
More reports

eBooks

The ICAEW Library & Information Service 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.

Exclusive Blog marketing
  • eBook
  • 2006
  • Jeremy Wright
  • McGraw-Hill
This book looks at the impact that blogging can have on business.
Exclusive Branding your business
  • eBook
  • 2008
  • James Hammond
  • Kogan Page
A practical guide to creating and managing successful brands.
Exclusive Creating passion brands: getting to the heart of branding
  • eBook
  • 2005
  • Helen Edwards, Derek Day
  • Kogan Page
A guide to branding for CEOs, marketing professionals and MBA students.
Exclusive Discount business strategy: how the new market leaders are redefining business strategy
  • eBook
  • 2006
  • Michael Moesgaard Andersen, Flemming Poulfelt
  • John Wiley and Sons
A book examining how companies use discount business strategies to create value.
Exclusive Emerging trends, threats and opportunities in international marketing: what executives need to know
  • eBook
  • 2010
  • Michael R. Czinkota, Masaaki Kotabe, Ilkka A. Ronkainen
  • Business Expert Press
A book on the recent changes in international marketing and their implications for business leaders.
Exclusive From idea to profit: how to market innovative products and services
  • eBook
  • 2005
  • Adam Jolly
  • Kogan Page
Current thinking and practice in business marketing.
Exclusive Fundamentals of global strategy: a business model approach
  • eBook
  • 2010
  • Cornelis A. De Kluyver
  • Business Expert Press
Corporate planning from a US perspective.
Exclusive Good small business guide: how to start and grow your own business
  • eBook
  • 2006
  • Meredith Belbin
  • Bloomsbury
A practical guide for anyone interested in starting a business.
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.

More eBooks

Business press

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.
Exclusive AI in retail: Cutting-edge solutions for modern challenges
  • Article
  • 16 Jul 2024
  • Shelby Hiter
In today's hyper-competitive retail landscape, retailers are increasingly using AI to gain advantage. AI can enhance retail operations in a growing number of ways including boosting customer engagement, improving sales and marketing strategies, optimising inventory management, streamlining supply chains and providing advanced data analytics and insights. A range of AI tools and technologies for retailers are explored with examples of how leading brands are using AI.
Exclusive Lidl v Tesco: lessons to be learned
  • Article
  • 20 May 2024
  • Ewan Grist
Ewan Grist of Bird & Bird, who acted for Lidl in its trademark victory against Tesco, reveals some of the lessons brand owners can take from the judgment.
Exclusive UK budget: raised VAT threshold underwhelms tax experts
  • Article
  • 25 Mar 2024
Not raising the threshold even higher has been branded a missed opportunity, while the extension of 'full expensing' tax breaks for businesses has been welcomed
Exclusive How to market green products
  • Article
  • 01 Mar 2024
  • Goutam Challagalla, Frédéric Dalsace
Many companies overestimate consumers’ interest in sustainable products, resulting in too many products that don’t sell well. Brands need to segment their customers by attitudes toward sustainability and tailor their messages accordingly. The authors suggest three categories for consumers - Greens ('true believers'), Blues ('agnostics') and Grays ('disbelievers').
Exclusive Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation
  • Article
  • 26 Jan 2024
  • Wasim Khaled
An in-depth consideration of how brands may manage the reputational risks arising from the convergence of two major sociotechnical forces — the rise of ideological polarisation and the emergence of generative AI capable of creating convincing hoax content.
Exclusive The story of turning a family wine business into a global brand: How we did it
  • Article
  • 01 Jan 2024
  • Gérard Bertrand
The CEO of Gérard Bertrand Group discusses how he used a vineyard inherited from his father to build Gérard Bertrand, an internationally recognized wine label with annual sales of about €180 million. In this article he explains how putting nature - both human and environmental - at the heart of his decision-making has contributed to the company’s success and continues to drive its strategy.
Exclusive Building your brand the right way
  • Article
  • 01 Jan 2024
  • Roger L.Martin, Jann Schwarz, Mimi Turner
The authors draw on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective — both for attracting new customers and for converting them into loyal repeaters. They show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What’s more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company’s activities.
Exclusive Death bells? Branding in the age of smartphones and AI
  • Article
  • 21 Nov 2023
  • Peter Horst Robert
Branding has arguably been the most crucial marketing pillar in the twentieth century. This article examines the role of branding (and brand loyalty) in the past and how it has been disrupted recently by smartphones and AI, and makes recommendations for marketers to modify how they manage brands proactively. To the best of authors’ knowledge, this is the first paper to focus on the implications of changes in the marketplace driven by smartphones and AI on the future of branding.
More articles

Articles and books in the ICAEW Library collection

The collection of the ICAEW Library & Information Service includes a range of articles, books and reports on brand management. Use the links below to see what we have available to request in our Library catalogue (Libcat).
The go-to expert: how to grow your reputation, differentiate yourself from the competition and win new business
  • Library book
  • 2014
  • H.Townsend
  • Pearson Education
This book offers "advice on managing your transition into a well-known and trusted name within your industry. It will help you navigate reputation-building tools with confidence and build a strong personal brand that wins you business." Part 1 covers determining what your 'thing' is, Part 2 covers packaging your brand, Part 3 covers how to build your visibility and profile, Part 4 covers turning sales leads into clients and Part 5 covers the business of your brand.
Beauty queen: inside the reign of Avon's Andrea Jung
  • Library book
  • 2014
  • D.Himsel
  • Palgrave Macmillan
Former Avon vice president Deborah Himsel uses Jung's story as a case study for two timeless leadership questions: What makes great leaders great? And what makes them fail? The book explores Jung's charisma, inclusive style, and brand building acumen that led to early success, as well as the missteps that arguably led to her downfall, including her failure to attend to the evolving needs of Avon's representatives; the erosion of trust that occurred as a result of frequent decision reversals; and her naivete about operations, infrastructure, and finance. Through interviews with other CEOs, Avon executives past and present, and leadership experts, Himsel explores the unique challenges Jung faced as a female Fortune 500 CEO.
Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success
  • Library book
  • 2013
  • M.Schultz
  • Wiley
The book covers five areas: creating a marketing strategy, establishing a brand, implementing a marketing communications program, generating leads, and winning new clients.

To find out how you can borrow books from the Library please see our guide to borrowing books.

You can obtain copies of articles or extracts of books and reports through our document supply service.

External resources - Guides and reports

BrandZ
  • Website
  • Kantar BrandZ

Brand equity database with individual annual reports covering:

Creating a brand
  • Website
  • Atom Content Marketing
Having a brand helps differentiate your business from competing firms and build customer loyalty. This MarketingDonut guide covers: What is a brand?, Do I need a brand, First steps, Pulling the elements together, Creating the brand, Managing the brand, Extending the brand, Golden rules.
Intellectual property and your work
  • Website
  • GOV.UK
Guidance from GOV.UK for businesses on copyright, patents and trademarks.
Terms of use

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.

External resources - Organisations

Brand Finance
  • Website
  • Brand Finance
Leading brand valuation consultancy. The Insights section of the site contains research into the world’s most valuable brands and includes reports, articles, white papers and league tables.
British Brands Group
  • Website
  • British Brands Group
A membership organisation comprising many leading brand manufacturers. The group's publications include case studies and briefings.
Intellectual Property Office
  • Website
  • GOV.UK
Government body offering help and advice on protecting intellectual property.
Superbrands UK
  • Website
  • Superbrands Ltd
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.
WARC
  • Website
  • WARC
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.
Terms of use

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.

Can't find what you're looking for?

The ICAEW Library can give you the right information from trustworthy, professional sources that aren't freely available online. Contact us for expert help with your enquiries and research.

Everything business

Find out about the key benefits available for members in business and the support from ICAEW. We are proud of our some 60,000 members working in and running business all over the world.
Read More
Winding road
Information

Some of the content on this web page was provided by the Chartered Accountants’ Trust for Education and Research, a registered charity, which owns the library and operates it for ICAEW.