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

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

Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is th

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