This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.