Strategic brand management: New approaches to creating and evaluating brand equity

While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains and competitive advantage. Most marketing books fall short of a strategic approach by taking a narrow view of branding and dealing more with the tactical aspects such as packaging, trademarks, logos and so on. "Strategic Brand Management" deals with the concept and practice of brand management in its totality. The author's account of every aspect of brand management aims to answer such pertinent questions as: how do you define a brand's core identity?; how many brands are enough in a specific market?; how far should a brand be extended?; how do you manage brands over time?; how should a brand's value be measured, tracked and controlled?; how do you manage a vast product range under a limited number of brands?; and how do you move from local to global branding? Packed with examples and case studies of brands throughout the world, the book is written from an international perspective, paying particular attention to the development of global brands. All types of brands are covered: product brands, corporate brands and both consumer and industrial products.