Brands are about far more than logos and packaging. The first eGuide explores the idea of branding as a marketing tool, looking at how brands are constructed, their evolution and their importance in the future of marketing.

In order to make the most of the interactivity between the seven eGuides, you will need to download them into the same folder on your hard disk. To download this guide, right click on the link to the pdf and select the 'Save Target As' command. This will allow you to save the guide to a folder of your choice.