The critical importance of brand management in business success is now universally acknowledged. Branding has in fact rapidly moved up the business agenda during the last thirty years and is now taken very seriously by all businesses, not just the fast moving consumer goods giants. It is a concept that has wide ranging applications, not just for businesses but political parties, churches, countries, regions and even individuals. Riverdance, the Catholic Church, the GAA, Fianna Fil, Connemara and U2 are all brands.

In The Importance of Being Branded, John Fanning, one of the acknowledged experts on the subject in an Irish context, taps into over thirty years of expertise on brand management. As Managing Director of McConnells Advertising, he has had first hand experience working with some of the leading brands in Ireland. In this highly readable book he tells us what hes learned over the years, and covers topics like the Three Ages of Branding, How to Build a Strong Brand, the Four Critical Brand Issues Facing Irish Managers, the Myth of the Manipulated Consumer, the Six Cultural Contradictions in 21st Century Ireland, and much more. The Importance of Being Branded will be essential reading for managers in marketing departments, marketing communications agencies, public relations companies, business students and anyone looking to create and sustain competitive advantage through brand management.

John Fanning is Chairman of McConnells Advertising, Adjunct Professor of Marketing at Trinity College Dublin and a non-executive director of the Irish Times. For many years he was Managing Director of McConnells Advertising, Irelands largest marketing communications business, where he was responsible for the planning and marketing communications of some of Irelands leading brands. He has written numerous articles and papers for Marketing, the Irish Marketing Review, the European Market Research Society Annual Conference and elsewhere.