The brand is more than ever at the center of interest in marketing science and practice, as brands increasingly influence consumer behavior. This textbook provides a practical foundation in brand policy, covering brand effects, brand management, brand controlling, and brand research. Carsten Baumgarth presents readers with a solid basis that facilitates the understanding of complex brand strategies and current brand research. The integration of numerous practical examples, short case studies, and review and deepening tasks supports the learning transfer. In the fourth edition, all chapters have been revised. New developments regarding the internal anchoring of the brand within the company, B-to-B brands, and international brand management have been incorporated.