The Truth About Managing Brands brings together 52 'truths' to successfully manage and build brands in any industry or market environment. Leading brand researcher Brian D. Till reveals how to: * define your brand promise * name and position new brands * determine when, if, and how to reposition existing brands * package products to support your brands * manage the retail experience * even measure the power of brands and the effectiveness of campaigns. Along the way, the book reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Part of the successful Truth About Series. Each title covers an entire field of knowledge in a sharp and entertaining way. With approximately 50 honest answers to important questions in every book, you will find yourself thinking 'aha' as you read each page. The Truth and nothing but The Truth.