Companies are turning to branding as away to create a preference for various offers. Branding has been the essential factor in the success of well-known consumer goods such as Sony, LG, Reliance, Bharti, etc. These brands are worth many times more than the book value of the property used to make these brands. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. This Encyclopedia will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice. Adopted internationally by business schools, MBA programmes and marketing practitioners alike. This Encyclopedia is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more.