Module Note | November 2008

Understanding Brands

by Anat Keinan and Jill Avery


For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.

Keywords: Brands and Branding; Marketing Strategy; Value;


Keinan, Anat, and Jill Avery. "Understanding Brands." Harvard Business School Module Note 509-041, November 2008.