Global brand power :
Kahn, Barbara E.
Global brand power : leveraging branding for long-term growth / Barbara E. Kahn. - Philadelphia : Wharton Digital Press, c2013. - 125 p. ; 22 cm. - Wharton Executive Essentials . - Wharton Executive Essentials. .
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.
9781613630266 1613630263 9781613630289
2012287128
HF5415.1255 / .K34 2013
658.827
Global brand power : leveraging branding for long-term growth / Barbara E. Kahn. - Philadelphia : Wharton Digital Press, c2013. - 125 p. ; 22 cm. - Wharton Executive Essentials . - Wharton Executive Essentials. .
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.
9781613630266 1613630263 9781613630289
2012287128
HF5415.1255 / .K34 2013
658.827