Have you referred book on marketing by Philip Kotler? It is bible of topics on marketing. There is a chapter devoted on this topic. Once you go through it, you will come to know everything.
Some 2-3 years ago my article titled "Role of HR in Brand Management" was published. However, branding or brand management are primarily marketing concepts. For HR these are secondary. Therefore, you may go through my article but I recommend referring that book first.
Dinesh V Divekar
20th February 2013 From India, Bangalore