This book was written by a marketing director with 20 years of experience in brand management primarily for brand managers, future and current marketing directors. It will be useful for CEOs who want to improve the effectiveness of evaluating their marketing function. It is of little use as a paperweight or fly swatter. But thanks to its small size and weight, it will easily find a place on your desktop, in a bag or in the glove compartment of a car (for reading in traffic jams), because the knowledge collected in it is needed and can be used exclusively within the framework of daily practical work on creating and developing brands.