Brand creation and brand management is an essential strategy for success and profitability and should involve everyone in the organization who comes into contact with brands, products and services. This manual provides readers with an insight into all the components of brand management, including a wide range of business models and techniques that help to build strong and effective brands in the marketplace. It reveals the methods of choosing an appropriate framework for developing and managing a specific brand and shows how to match an appropriate strategy with the overall strategic goals of the organization. (c) Copyright 2002, The HW Wilson Company