Building a business also means building a brand. Building a brand is about developing brand identity. And brand identity planning is a brand’s DNA configuration. It helps to create a brand’s unique fingerprint, to give it an aura and soul, and a personality all of its own. As marketing professor at emlyon business school, I focus on ‘how to build high-end brands’ and especially on “how to create brand identity’ since many years. With this book, I would like to guide you step-by-step through all the stages of brand identity planning.