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Title details for Global Brand Power by Barbara E. Kahn - Available

Global Brand Power

by Barbara E. Kahn
Rose Itzcovitz
Audiobook
Listen to a sample Listen to a sample
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 Estee 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 audiobook you will need to implement an effective brand strategy for your firm. Gildan Media is proud to bring you another Wharton Digital Press Audiobook. These notable audiobooks contain the essential tools that can be applied to every facet of your career.
Expand title description text
Publisher: Ascent Audio Edition: Unabridged

OverDrive Listen audiobook

  • ISBN: 9781469058283
  • File size: 109995 KB
  • Release date: December 1, 2013
  • Duration: 03:49:09

MP3 audiobook

  • ISBN: 9781469058283
  • File size: 110012 KB
  • Release date: December 1, 2013
  • Duration: 03:49:08
  • Number of parts: 4

Formats

OverDrive Listen audiobook
MP3 audiobook

subjects

Business Management Nonfiction Economics

Languages

English

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 Estee 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 audiobook you will need to implement an effective brand strategy for your firm. Gildan Media is proud to bring you another Wharton Digital Press Audiobook. These notable audiobooks contain the essential tools that can be applied to every facet of your career.
Expand title description text
Business Management Nonfiction Economics
  • Details

    Publisher:
    Ascent Audio
    Edition:
    Unabridged

    OverDrive Listen audiobook
    ISBN: 9781469058283
    File size: 109995 KB
    Release date: December 1, 2013
    Duration: 03:49:09

    MP3 audiobook
    ISBN: 9781469058283
    File size: 110012 KB
    Release date: December 1, 2013
    Duration: 03:49:08
    Number of parts: 4

  • Creators
  • Formats
    OverDrive Listen audiobook
    MP3 audiobook
  • Languages
    English