Global Brand Power PDF
By:Barbara E. Kahn
Published on 2013-03-05 by Wharton Digital Press
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.
This Book was ranked at 13 by Google Books for keyword International Global Marketing novel.
Book ID of Global Brand Power's Books is FXO-AAAAQBAJ, Book which was written byBarbara E. Kahnhave ETAG "Y3XXmwQSKiA"
Book which was published by Wharton Digital Press since 2013-03-05 have ISBNs, ISBN 13 Code is 9781613630259 and ISBN 10 Code is 1613630255
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Book which have "134 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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