The brand book is one of the most important documents a company needs for its marketing department. It provides a description of the brand concept, attributes, target clients, and market positioning.
The brand book usually consists of three parts:
The first part is ideological - it provides information on what the company does, its mission, policy and values, growth strategy, and position on the market.
The second part discusses a company's legal rights and obligations, and intellectual property assets that the company owns the rights to.
The third part is a description of the company style and its principles and standards, which differ depending on the needs of the company and the kind of service or product it provides. It contains: