000 02271nam a2200385 a 4500
001 29039
003 BD-DhAAL
005 20150321131256.0
008 150321s2013 pau b 001 0 eng d
010 _a 2012287128
020 _a9781613630266
020 _a1613630263
020 _a9781613630289
035 _a(OCoLC)ocn859209330
040 _aUVV
_cUVV
_dUVV
_dYDXCP
_dBTCTA
_dDLC
_dBD-DhAAL
042 _alccopycat
050 0 0 _aHF5415.1255
_b.K34 2013
082 0 0 _a658.827
100 1 _aKahn, Barbara E.
_99998
245 1 0 _aGlobal brand power :
_bleveraging branding for long-term growth /
_cBarbara E. Kahn.
260 _aPhiladelphia :
_bWharton Digital Press,
_cc2013.
300 _a125 p. ;
_c22 cm.
490 1 _aWharton Executive Essentials
504 _aIncludes bibliographic references (p. 113-114) and index.
505 0 _aIntroduction; 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.
520 _aThe 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.
650 0 _aBranding (Marketing)
_99999
650 0 _aBrand name products
_xManagement.
_910000
650 0 _aProduct management.
_910001
650 0 _aCorporations
_xGrowth.
_99233
830 0 _aWharton Executive Essentials.
_99997
856 4 2 _3Contributor biographical information
_uhttp://www.loc.gov/catdir/enhancements/fy1412/2012287128-b.html
856 4 2 _3Publisher description
_uhttp://www.loc.gov/catdir/enhancements/fy1412/2012287128-d.html
942 _2ddc
_cBK
999 _c34129
_d34129