Global brand power : leveraging branding for long-term growth / Barbara E. Kahn.
By: Kahn, Barbara E.Series: Wharton Executive Essentials: Publisher: Philadelphia : Wharton Digital Press, c2013Description: 125 p. ; 22 cm.ISBN: 9781613630266; 1613630263; 9781613630289.Subject(s): Branding (Marketing) | Brand name products -- Management | Product management | Corporations -- GrowthDDC classification: 658.827 Online resources: Contributor biographical information | Publisher description
|Item type||Current location||Home library||Call number||Copy number||Status||Date due|
|Book||Ayesha Abed Library General Stacks||Ayesha Abed Library General Stacks||658.827 KHA (Browse shelf)||1||Available|
|Book||Ayesha Abed Library General Stacks||Ayesha Abed Library General Stacks||658.827 KHA (Browse shelf)||2||Available|
Browsing Ayesha Abed Library Shelves , Shelving location: General Stacks Close shelf browser
|658.827 KEL Strategic brand management :||658.827 KEL Strategic brand management :||658.827 KHA Global brand power :||658.827 KHA Global brand power :||658.827 MAR Marketing practices in developing economy :||658.827 MAR Marketing practices in developing economy :||658.8270941 SUP Superbrands Bangladesh :|
Includes bibliographic references (p. 113-114) and index.
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.
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.