An excellent book that only goes through the history and theory of branding but also shows readers in step-by-step fashion how to create a successful brand. Particularly noteworthy is the authors' use of multiple case examples and approaching this holistically, not from some cynical business-only perspective. Plenty of authors have looked at branding from a purely "how to maximize your profits" vantage point or, less commonly, looking purely at theoretical approaches of branding with little practical applications. The authors of Brand Elevation give you the theoretical history, a commonsense approach to use branding successfully and show how other companies have tackled branding. Highly recommended.