Building the brand

Brand names are built in different ways that vary depending on the place and time and the nature of the product or service carrying the brand, and among these ways is that they may be built by pure coincidence that is not considered scientific but by personal efforts that achieve great successes, and that does not diminish the value of the brand at all but in the long run makes it under the threat of failure if its owners do not address the situation and start to turn the approach into the scientific, practical, and logical method that guarantees its continuity, development, and growth. This book attempts to contribute with scientific and practical addition to regulating the steps of building brands, and making it a professional work based on scientific foundations, which guarantees its correct construction and professional management over time and different markets that the brand may invade. It may also help those with a successful brand to develop it and ensure its continued existence. Author: Khaled bin Sulaiman Al-Rajhi