Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand – new or old – must be managed, nurtured, exploited and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but don't know how to go about it. Featuring fascinating real-life examples, including: Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic and Nestle. Understanding Brands takes you through the entire process of building, defining and managing a brand.