Global Brand Power

Leveraging Branding for Long-Term Growth
eAudio - unabridged
Audio (3.82 hours)
Product Number: Z100102733
Released: Oct 13, 2015
Business Term: Purchase
ISBN: #9781469058283
Narrator/s: Rose Itzcovitz
Publisher: Gildan Media, Inc
Please log in to view pricing

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. 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.

x-large
Author(s): Barbara E. Kahn
Original Publish Date: Dec 01, 2013

This title is part of (or scheduled to be part of) the following subscriptions:

RBdigital Unlimited Access Audio Subscription - GildanMedia titles
RBdigital Corporate Unlimited Audiobooks
RBdigital Audio Higher Education Bundle - Gildan titles
RBdigital for Higher Education - GildanMedia audio only

Sign up for our email newsletter