Beschreibung Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials). The branding bible for today’s globalized worldToday, 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.
Global Brand Power: Leveraging Branding for Long-Term ~ Global Brand Power: Leveraging Branding for Long-Term Growth. With the value and importance of brands on the rise in today’s global marketplace, brand managers and other executives need to create strategies for growing and protecting these critical assets. They need tools for measuring their value, how to communicate their brand, and when and how to reposition it. In her new book, Global .
Global Brand Power - Wharton School Press ~ Global Brand Power Leveraging Branding for Long-Term Growth Barbara E. Kahn. 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 .
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