With the current abundance in the market, many products differ sometimes only in one - the presence or absence of a strong brand. The same can be said about the service market .. It is the brand that removes goods and services from the rank of ordinary and gives them uniqueness, helps to preserve prices with increased competition. The brand allows you to overcome state borders, navigate the consumer market and serves as a symbol of prestige, power, sex appeal or friendliness. On the example of the 20 largest global brands, the author of the book shows what importance a well-built brand has for success in the market, talks about the creation, maintenance, salvation, “stretching”, measurement and understanding of brands. The book will be useful to marketing and advertising specialists, as well as company executives - everyone who is interested in creating and maintaining a strong brand.