"The Essentials of Branding" (Landor 2010)

The Big Book of Marketing, edited by Anthony G. Bennett (McGraw-Hill, 2010), is a comprehensive resource for marketing a business in the twenty-first century.
Each chapter covers a fundamental aspect of the marketing process from an insider's perspective. Experts from 110 companies, including several from WPP sister agencies, share step-by-step strategies, tricks of the trade, and real-world case histories.

Landor’s contribution, Chapter 4, "The Essentials of Branding," offers a comprehensive introduction to the basics involved in branding a program. You can download it here.