Global brand power
Subtitle: leveraging branding for long-term growth
By: Barbara E. Kahn
Series: Wharton Executive Essentials; Wharton Executive Essentials
Publisher: Wharton Digital Press
Published: 2013
Place of publication: Philadelphia
Language: eng
Number of pages: 125
ISBN-13: 9781613630266
Subjects: Product management; Management; Brand name products; Corporations; Branding (Marketing); Growth
Description: 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.
Notes: Includes bibliographic references (p. 113-114) and index.
Table of contents: title: 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.