The book explores branding as a business management process, analyzing the transformation of brands and the process of building identity. It covers everything from the origin of the name and functions of the brand to its history and symbolic and social impacts. The target audience and competitor analysis are studied as components of brand positioning. The value proposition is detailed, followed by the definition of positioning, points of parity and difference, as well as strategies such as laddering and perceptual maps. The meaning of brands and the cultural branding strategy are discussed, as well as the development of the identity system, with emphasis on David Aaker's model. The book ends with an analysis of the elements of brand construction and portfolio management, focusing on brand extension and merger.