To be of value to firms, branding must operate in the real world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firmOs branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical best-fit changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firmOs branding. The text includes a set of six widely occurring firm typologies and suggests practical immediate activity on which to base a firmOs implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers