This document discusses brands and brand management. It defines what a brand is, including both tangible and intangible attributes that identify a seller's products. Strong brands create loyalty and allow companies to charge premium prices. The document lists some of the top global brands and discusses strategies for building brand value over the long term through quality, positioning, communications and maintaining an internal understanding of brand values. It also outlines different brand strategies companies can employ including extensions, stretching, sponsorship and managing multiple brands.

1. Brands An Introduction

3. Everyone could name the top ten global brands

6. Why we use brands

13. Brand as part of the Augmented Product

14. Building Brand Value The seven main factors involved in building brand value (Jobber)

19. Brand Strategies: Re-Positioning