Global brand management

There is no doubt that good management of the brand is the way to achieve the greatest benefit from it and then achieve success. Any brand - whether old or new - must be managed, supported, invested in, and even changed when necessary. This book has been written to be a help for those who clearly understand the importance of brand management, but at the same time are not familiar with how to do it. In this regard, the book will help them to recognize the following: the nature of the brand and what it can offer its owner; the brand as an important factor in influencing the customer's mind and their connection to it; the brand as an entity with an identity; product differentiation and its relation to developing a business strategy; how to choose an appropriate position for the brand in the market or expand its activity; the importance of advertising in promoting the brand.