The Titans of Branding reflects innovative strategic thinking in the field of global branding. It is a unique presentation of the views of nine renowned experts. Through interviews, the book brings together perspectives from global branding leaders. The book has organized the expert perspectives into a new, integrated framework that keeps the customer at the center, linking brands to globalization and innovation. The book equips the reader with the academic and managerial strength to successfully face the future challenges of branding in the global economy