About the book: 2005 / What is a brand? What is it for? What role does it play in organizing the effective operation of an enterprise? Not all people working in business ask the answers to these pressing questions. Branding is a “delicate matter” that requires not only knowledge in the field of organizing and running a business, but also knowledge of psychology. In this regard, other questions arise: “What information do you need to have to create a brand and how to create a brand?” You can find a detailed answer to this question in this book. This book is intended for a fairly wide range of readers: for those who work in the field of branding, and for those who are simply interested in branding issues.