Global Brand Power: Leveraging Branding for Long-Term Growth

Barbara E Kahn

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Sprache: Englisch

Verlag: Wharton Digital Press, 2013

1613630263 / 9781613630266

Serie: Buch 2 von 4 - Wharton Executive Essentials

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The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency-where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The EstÉe Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.…

Bestandsnummer des Verkäufers 00108997350

Titel
Global Brand Power: Leveraging Branding for Long-Term Growth
Autor
Barbara E Kahn
Verlag
Wharton Digital Press
Erscheinungsjahr
2013
Zustand
Very Good
Einband
Paperback
Sprache
Englisch
ISBN-10
1613630263
ISBN-13
9781613630266
Serie
Buch 2 von 4: Wharton Executive Essentials

World of Books (was SecondSale)

Montgomery, IL, USA

Verkäufer/-in mit 5 Sternen

Verkäufer:in bei AbeBooks seit 20. Dezember 2007

Versandkosten innerhalb von USA

Artikel4 bis 12 Werktage3 bis 6 Werktage
Erster ArtikelEUR 0,00EUR 9,78
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