Reviewed by Carine Engelbrecht for Readers' Favorite

As a brand grows bigger and spreads its influence across state and even national borders, maintaining its integral identity becomes increasingly more challenging, not only for the founders at head office, but also for those partners who may find themselves far from the hub of decision-making. Expandable Brands (A guide to growing business locations while protecting your brand) by Clare Balmer reads like a road map to success that most commercial entities should be able to steer by. It charts the different stages and aspects of structuring a brand identity, but also provides valuable insight on how to maintain continuity, once your brand's performance reflects how well individual franchisees interpret and express your vision in their outlets. The book dissects the anatomy of a brand's identity and discusses in detail how the different aspects of it - such as in-store music, the hue of your logo, and the way it interacts with customers across various media - can influence public perception of it. Tips and strategies are backed up with relevant case studies.

Expandable Brands (A guide to growing business locations while protecting your brand) by Clare Balmer is written from an Australian perspective and is tailored to address the legal and corporate challenges faced in the Australian business world, but its detailed analyses can still be applied to other markets and global scenarios. The format is clear and easy to read, with relevant quotes from brand leaders heading each section. At the end of each chapter, the reader is prompted towards self examination through a series of penetrative questions. The book will be particularly useful as a practical guide that helps brand managers to pinpoint just where they need to invest more of their efforts, initiative, and budget. It is a good niche business resource, which you will be able to return to as your brand passes through different growth phases.