companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: * Create and elaborate brand identities (what should the brand stand for) * Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets * Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter * Use the Internet and sponsorship to make brands resources work more effectively * Address the four imperatives of global brand management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.