Introducing the global brand value chain, this book explains how brand equity factors into shareholder value, with techniques for developing strategy, organizing execution and measuring results. What sets strong global brands apart? The book distills the winning practices into eight tools that you can start using today.
Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American Marketing Association. He is rated the most influential marketing scholar in the last decade. He is a valued banding and strategy consultant and his work has been featured in the Harvard Business Review, The Wall Street Journal, The Financial Times, The Economist, The New York Times, and numerous other outlets.