Sale!

Global Brand Power (Wharton Executive Essentials)

Amazon.com Price:  $11.14 (as of 12/05/2019 18:42 PST- Details)

Categories: , , , , , ,

Description

The branding bible for today’s globalized world

Today, brands have transform even more important than the products they represent: their stories shuttle with lightning speed through social media and the Internet and across countries and diverse cultures. A brand will have to be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough in order that consumers who shuttle physically or virtually won’t be at a loss for words, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they’re 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 world wide by means of 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 it is important to enforce an effective brand strategy for your firm.

Related products

Home » Shop » Books » Subjects » Business and Money » Small Business and Entrepreneurship » Marketing » Global » Global Brand Power (Wharton Executive Essentials)

Recent Products