This text investigates the core question of how organizations can effectively identify, build, leverage, and protect brand equity within the complexities of globalized markets. The authors, Carlos J. Torelli and Deborah Roedder John, utilize their extensive academic backgrounds in consumer behavior and marketing strategy to synthesize contemporary research into a practical framework. By integrating theoretical insights with applied activities, the book provides a structured methodology for navigating the challenges of international brand positioning and maintenance.

Experts and educators frequently cite this work as a balanced resource for students and practitioners seeking a modern approach to brand management. Readers often note the clarity of the framework and the utility of the included case studies for classroom or professional application.