Global this is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approvai of the publisher or author. A brand is among the most valuable assets of a firm, but it is also among the most challenging to develop and nurture. Strategic Brand Management: Building, Measuring, and Managing Brand Equity examines how marketing activities can build, measure, and manage various branding strategies, with a special focus on concepts and techniques that maximize long-term success.