There have been many fine books published on marketing and brand building. The following are books recommended by Lynn Upshaw to his clients and students:

Truth: The New Rules for Marketing in a Skeptical World by Lynn Upshaw (AMACOM Books, 2007)

Brand Simple: How The Best Brands Keep It Simple and Succeed by Alan Adamson (Palgrave MacMillan, 2006)

Brand Portfolio Management by David Aaker (Free Press, 2004)

Strategic Brand Management (Second Edition) by Kevin Keller (Prentice-Hall, 2003).

A New Brand World by Scott Bedbury (Penguin, 2003)

Marketing Management (12th Edition) by Philip Kotler and Kevin Keller (Prentice-Hall, 2005)

The Infinite Asset by Sam Hill and Chris Lederer (HBS Press, 2001)

The Masterbrand Mandate by Lynn Upshaw and Earl Taylor (John Wiley, 2000)

Brand Asset Management by Scott Davis (Jossey-Bass, 2000)

Marketing Aesthetics by Bernd Schmitt and Alex Simonson (Free Press, 1997)

Building Brand Identity by Lynn Upshaw (John Wiley, 1995)