Why it is important to create powerful brands

This introductory chapter lays the foundations for the remaining chapters of this book. It summarizes the latest thinking and best practice in the domain of marketing and takes a fresh look at the real nature of an organization’s assets, such as market share and supplier and customer relationships, all of which are represented by the brand. It also questions traditional thinking and practice in asset accounting and suggests alternative approaches designed to focus attention on the core purpose of this book – how to create powerful brands.