The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

'Branding is not about products, it's about people. We often pay lip service to this. But as this timely book shows, if we really take this insight to heart it can transform the management of brands, from top to toe.' - Hiroshi Okuda, Chairman, Toyota Motor Corporation

'This book's message - that brand management is a central, strategic, cross-functional activity - should have every CEO sitting up and taking notice.' - Heinz Jürgen Krogner-Kornalik, Deputy Chairman & Group CEO, Esprit Holdings Ltd.

'For too long, effective marketing has been held back by suspicion and misunderstanding between 'hard' numbers people and 'soft' creatives. At last we have a way out of this impasse!' - Yves Dumont, Président du Directoire of Champagne Laurent-Perrier

'Most CEOs would be happy to invest in marketing if they were convinced it would be money well spent. The data-based approach to strategy formulation and execution described here shows when, and why, money is well spent and not well spent. In doing so, it lifts a burden that has dogged brand managers for years.' - Dr. Andrea Malgara, Board Member, SevenOne Media

'...this book is immensely thought-provoking.' - Trevor Jones, B2B Marketing

Introduction and Problematisation
Change of Paradigm: The Basis for Successful Brand Management
The Values and the Archetypes
Develop the Brand Strategy
Brand Execution
Brand Engagement
Brand-Centric Organization
Brand Tracking
Outlook and Perspectives

ANDREAS BAUER is Head of the International Competence Centre on Retail and Consumer Goods at Roland Berger Strategy Consultants, Germany and is especially familiar with the challenges and best practices in the marketing environment.

BJOERN BLOCHING is a partner of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany, and is responsible for the brand management practice.

KAI HOWALDT is the Head of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany and has 15 years of consulting experience on marketing strategy and implementation for global players in all industries.

ALAN MITCHELL is a well-known author and writer on brands, marketing, and improving customer value.