For a fairly straightforward introduction to branding
in business try: Weilbacher, W. (1993) Brand Marketing: Building
winning brand strategies that deliver value and customer satisfaction,
NTC business books, chapter1 and 2
Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free
Press, chapter 1 offers an overview of brand leadership and chapter
6 offers some good case studies to read on successful branding.
For a more specialist text read at least chapter 1 of Keller,
K (1998) Strategic Brand Management, Building, measuring and managing
Ellwood, I. (2002) The Essential Brand book, Kogan Page Limited
Fill, C. (2002) Marketing Communications. Contexts, strategies
and applications. Prentice Hall
Kapferer, J. (1997) Strategic Brand Management, Kogan Page
Lury, G.(1998) Brand Watching; lifting the lid on the phenomena
of branding, Blackhall.
Van Auken, B. (2002) The Brand Management Checklist, Kogan Page