This book provides an in-depth exploration of the evolution and innovation of branding strategies in today’s highly competitive business environment. It is organized into several sections, including an introduction, the negative effects of brand anthropomorphism strategies, the influencing factors of brand alliance strategies, cross-category brand extension strategies of time-honored brands, as well as conclusions and future prospects. Together, these sections illuminate the key challenges facing brands in the contemporary era and propose corresponding strategic responses. The book is intended for brand managers, marketing practitioners, corporate strategists, as well as scholars and students with an interest in branding strategy.