Brands and Branding by The Economist

Brands and Branding put together by The Economist is really a fantastic read! 

One important process that i learned is the brand positioning process: 

1. Understanding all stakeholders needs & desires
2. Opportunity modeling - include elements of Relevance, Credibility, Differentiation & Stretch
3. Brand Platform
4. Brand Identity
5. Brand Architecture
6. Continuous evaluation and development

I'm still reading other branding books.. so no comment on which is the best model to use.. i think i will likely end up with a set of tools for various scenarios..