Global brand power : leveraging branding for long-term growth / Barbara E. Kahn.
Series: Wharton Executive EssentialsPublication details: Philadelphia : Wharton Digital Press, c2013.Description: 125 p. ; 22 cmISBN:- 9781613630266
- 1613630263
- 9781613630289
- 658.827
- HF5415.1255 .K34 2013
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Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.827 KHA (Browse shelf(Opens below)) | 1 | Available | 3010029039 | ||
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Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.827 KHA (Browse shelf(Opens below)) | 2 | Available | 3010029040 |
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658.827 KEL Strategic brand management : building, measuring, and managing brand equity / | 658.827 KEL Strategic brand management : building, measuring, and managing brand equity / | 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.
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