Global brand power : leveraging branding for long-term growth /
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 fo...
| Autor principal: | |
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| Formato: | Livro |
| Idioma: | English |
| Publicado em: |
Philadelphia :
Wharton Digital Press,
c2013.
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| Colecção: | Wharton Executive Essentials.
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| Assuntos: | |
| Acesso em linha: | Contributor biographical information Publisher description |
| Classic Catalogue: | View this record in Classic Catalogue |
Sumário:
- 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.