Brand management and branding are currently the "talk of the town". Corporations spend millions on planning and implementing brand activities. New research findings are published and many different concepts and theoretical studies have seen the light of day. Nevertheless, there seems to be consensus among all authors that, since the last decade, the marketing environment has changed in many and often dramatic ways. Due to the growing economic and strategic impact of brands on many companies as well as dramatic global changes, brand management is now facing serious challenges. If the companies want to master these challenges, their brand management requires a certain degree of adaptiveness and this constitutes the research subject of this book. This book is filled with insights for marketing students who want to know more about brand management in times of global changes, but it should also be the bookshelf of any marketing managers who need to understand the challenges they are perhaps already faced with.