A compact overview of the most useful concepts and methods for developing strong brands that successfully differentiate themselves in the competition. The 20 principles are based on the most current global knowledge about brands, their establishment, and further development. They illustrate the various options available to managers in shaping brands and how they can directly influence corporate strategy and success. The German edition is more than just a translation. The authors use case studies from the German-speaking world to demonstrate why brands should be viewed as assets and how to develop a strategic brand vision, implement it holistically, and fulfill it for customers. At the same time, it shows how to extend brands into new product categories and protect them from competitive attacks.