Global brand power : leveraging branding for long-term growth / Barbara E. Kahn.

Format:

Book

Author/Creator:

Kahn, Barbara E., author.

Series:

Wharton executive essentials.

Wharton Executive Essentials

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Corporations--Growth.

Corporations.

Branding (Marketing).

Product management.

Genre:

Electronic books.

Physical Description:

1 online resource (133 p.)

Place of Publication:

Philadelphia : Wharton Digital Press, [2013]

Language Note:

English

Summary:

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 b.

Contents:

Introduction; Chapter 1: A Brand's Role in the Four Stages of the Purchase Process; Chapter 2: Experiential Positioning of a Brand; Chapter 3: Qualitative Measurement of Brand Value; Chapter 4: Quantitative Methods for Assessing Brand Value; Chapter 5: Management of Brands; Chapter 6: Effective Brand Communications and Repositioning Strategies; Conclusion.

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on print version record.

ISBN:

1-61363-025-5

OCLC:

828299254