Sophie Fleischmann contributes to the demystification of brand management with this book. Against the backdrop of a lack of foundational support, the author extensively addresses two central decision-making areas of brand management: brand strategy and brand control. Within the framework of brand strategy, the focus is on price-quality positioning. Systematic evidence is provided regarding consumers' categorization processes concerning price and quality, and a connection is made between positioning and business success. In the area of brand control, measurement methods are further developed by incorporating data from social media. Specifically, the study investigates to what extent brand indicators can be approximated using publicly available social media data. In this way, the discrepancies between online and offline perceptions are analyzed.