Brands in the balance : meeting the challenges to commercial identity

It seems that nothing is unbrandable these days. From soft drinks, cars and clothing to financial services, telephones and even health care.

As globalization increases consumer choice and product availability, commodities and services can often only be differentiated by one thing - brand.

The growth of internet commerce has only intensified the view that a strong brand may be all that stands between profit and loss, between corporate identity and obscurity.

Whilst brands may be bigger and bolder than before, more is expected of them as the marketplace buckles under the weight of product overload.

Does brand loyalty really exist in the New Economy? Many analysts are predicting the death of the brand and of customer loyalty, arguing that sales are less a result of great branding, and more about accessibility and affordability.

The time has come for many brand owners and managers to step back and reassess what their brands, and their companies, really stand for. Brands in the Balance explores the issue of the anti-brand backlash and takes a close look at the future of the global brand and what e-commerce companies must do to make sure their brand names stand out and make a lasting impression. It examines the future of 20 of the world's leading brands in light of the company, the marketplace, the internet and society as a whole, and asks how brands can survive and prosper in the 21st century.

The case studies within are based on interviews with the real brand masters of today and tomorrow, and include:Bernard Arnault, CEO of French luxury goods conglomerate LVMH Domenico De Sole, CEO of Italian design and fashion powerhouse Gucci Group Karen Edwards, vice-president of marketing at US internet powerhouse Yahoo!

Michael Eisner, CEO of US entertainment and media legend Walt Disney Co.

Charlie Frenette, president of the European unit of US soft drinks leader Coca-Cola Co.

Daniel Gestetner, CEO of UK-based start-up internet shopping portal ShopSmart Stelios Haji-Ioannou, CEO of upstart UK budget airline easyJet Alan Harris, president of the European unit of US food group Kellogg Co. Jack Keenan, deputy CEO of UK spirits giant Diageo plc Patrick Ricard, CEO of venerable French spirits group Pernod Ricard.