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 ...
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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 Est�e 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.
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Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.46, very good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2013 by Wharton School Press.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.46, very good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2013 by Wharton School Press.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.46, good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Austell, GA, UNITED STATES, published 2013 by Wharton School Press.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.46, good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2013 by Wharton School Press.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.46, fair condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Austell, GA, UNITED STATES, published 2013 by Wharton School Press.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $2.48, fair condition, Sold by Goodwill of the Olympics rated 5.0 out of 5 stars, ships from TACOMA, WA, UNITED STATES, published 2013 by Wharton School Press.
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Fair. An acceptable and readable copy. All pages are intact, and the spine and cover are also intact. This item may have light highlighting, writing or underlining through out the book, curled corners, missing dust jacket and or stickers.
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $3.00, good condition, Sold by HPB-Red rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2013 by Wharton School Press.
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Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $3.19, very good condition, Sold by Half Price Books Inc rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2013 by Wharton Digital Press.
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Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $4.00, very good condition, Sold by Half Price Books Inc rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2013 by Wharton Digital Press.
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Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Add this copy of Global Brand Power: Leveraging Branding for Long-Term to cart. $12.49, very good condition, Sold by FirstClassBooks rated 4.0 out of 5 stars, ships from Little Rock, AR, UNITED STATES, published 2013 by Wharton School Press.
