In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount o

The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightn

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing bran

"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and au