Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term profitability of specific brand strategies. Stresses the importance of the role of the brand in marketing strategies. Considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly
