"The New Strategic Brand Management has been rewritten and fully revised to bring readers up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the type surrounding branding and stresses the role of sound business decisions when building a brand." "The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice."--BOOK JACKET.