GDL

Given the research I have undertaken over the years helping managers understand the nature of their brand and the opportunities for strategically growing brands, I am delighted to write the foreword for this insightful and most timely book. The authors have done an extremely thorough job, diligently working through the brand research literature to devise seven perspectives from diverse schools of thought about perceptions of brands. From this typology, among other things, they consider how the all-important brand equity is created and managed. The authors are to be congratulated on grounding this text so expertly in the literature yet still enabling management implications to be wisely crystallized.

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