This book offers a revolutionary four-dimensional model for understanding brand strengths and weaknesses. It can be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique 'brand code' or 'mindspace', the unique corporate DNA, that can be used to drive every aspect of a business - from product innovation to recruitment." "The 4-D model consists of: The Functional Dimension; The Social Dimension; The Mental Dimension; and The Spiritual Dimension." "Companies invest fortunes in creating and maintaining their brands. Much of this money is spent with no clear objective or any means of evaluating its impact. 4-D Branding offers both a clear analytical framework and a method of measuring the impact of your branding, backed by a wealth of new examples."--BOOK JACKET.