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Quote:It's hard to read a business book or magazine these days without some mention of branding. It's a hot topic, and there are about as many definitions of branding as there are people claiming to be experts. Yet although the words may be different, every definition boils down to essentially the same thing: A brand is what represents a company, product, and/or service in the marketplace. It's a shortcut that enables prospective customers to understand more rapidly and readily trust what you're selling.

But what distinguishes a good brand from a bad one? How do you know if your brand is strong or weak? And as you develop new brands or marketing efforts for existing brands, how can you know that you're on the right track with your positioning?...