ABSTRACT
Every member of a company or organization can affect its success by enhancing its brand equity. Perhaps you are a brand manager responsible for a specific brand or portfolio of brands. Maybe you are the president of a company or the chief marketing director. Or maybe you are an account planner, account manager, or president of an advertising agency. Perhaps you are working on a campaign for your college or university to compete in the National Student Advertising Competition (NSAC). Regardless of your situation, how your brand or company is positioned and perceived in the marketplace is crucial to your success.
