The New Strategic Brand Management, 5th Edition

01

Brand equity in question

Brands have become a major player in modern society. In fact they are everywhere. They penetrate all spheres of our life: economic, social, cultural, sporting, even religion. Because of this pervasiveness they have come under growing criticism (Klein, 1999). As a major symbol of our economies and postmodern societies, they can and should be analysed through a number of perspectives: macroeconomics, microeconomics, sociology, psychology, anthropology, history, semiotics, philosophy and so on. Even neurosciences tell us that we do not drive a car but a brand of car, not drink a cola but a Coke or Pepsi.

This book focuses on the managerial perspective: how best to manage brands for profit. Since brands are now recognized ...