With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: "Building Brands Without Mass Media" by Erich Joachimsthaler and David A. Aaker, "Brands vs. Private Labels: Fighting to Win" by John A. Quelch and David Harding, "How Do You Grow a Premium Brand?" by Regina Fazio Maruca, "Should You Take Your Brand to Where the Action Is?" by David A. Aaker, "Extend Profits, Not Product Lines" by John A. Quelch and David Kenny, "The Logic of Product-Line Extensions" Perspectives from the Editors, "Can This Brand Be Saved," by Regina Fazio Maruca, "Your Brand's Best Strategy" by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world.