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

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

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

This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a us

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a wa