One of the leading experts in the field of brand management, Professor David A. Aaker offers the reader a fresh look at the process of creating, developing and implementing a business strategy. At the heart of his approach is the orientation of the organization to the consumer. At the same time, the author managed to link the analysis of external and internal factors into a single whole | creative processes that ensure the development of strategies aimed at creating a competitive advantage | organizational components that contribute to the execution of the strategy. The theoretical foundations are complemented by a large number of examples from the experience of companies such as Virgin, IBM, Marriott, Walt Disney, and many others who have managed to achieve historical “breakthroughs”. This combination of theory and practice will not only turn the reading process into an exciting experience, but will also enrich decision makers with concepts, ideas, new methodology.The book is intended for managers of any level, marketing professionals, as well as for teachers and university students, as the proposed material can be widely used in training courses on marketing strategies and strategic management.