In a world where consumers have infinite choices, it isalmost impossible to compete without a compelling brand. Creating one, however,requires vision, daring, and the ability to understand the consumer. Above all,brand building requires knowledge of the pitfalls and the opportunities in everybusiness decision. The care and feeding of brands is a battle; Brand Warfareprovides the strategic ammunition needed to win. Practical, psychologicallyastute and clearly written, this book has much to offer businessfolk of allstripes.