Product Description: Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music...read more

A comprehensive exploration of strategic brand leadership, from an expert in the fastgrowing field of brandequity, uses hundreds of studies of leading firms including General Electric, to show the strategic potential of brand management in a worldbased economy. (view table of contents)

Product Description: With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products...read more (view table of contents, read Amazon.com's description)