Global Brand Power: Leveraging Branding for… by Barbara E. Kahn · Audiobook preview [Video]

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Global Brand Power: Leveraging Branding for Long-Term Growth
Authored by Barbara E. Kahn
Narrated by Rose Itzcovitz

#barbaraekahn #globalbrandpowerleveragingbrandingforlongtermgrowth

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BOOK DESCRIPTION

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. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company’s bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency-where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estee Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only audiobook you will need to implement an effective brand strategy for your firm. Gildan Media is proud to bring you another Wharton Digital Press Audiobook. These notable audiobooks contain the essential tools that can be applied to every facet of your career.

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ABOUT THE AUTHOR

Barbara E. Kahn is Patty and Jay H. Baker Professor of Marketing at The Wharton School at the University of Pennsylvania. She served two terms as the Director of the Jay H. Baker Retailing Center. She is the author of Global Brand Power and coauthor of The Grocery Revolution.

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AUDIOBOOK DETAILS

Purchase on Google Play Books ►► https://g.co/booksYT/AQAAAIDWzG9MqM
Language: English
Publisher: Ascent Audio
Published on: December 1, 2013
ISBN: 9781469058276
Duration: 3 hr, 49 min
Genres: Business & Economics / International / Marketing, Business & Economics / Project Management, Business & Economics / Sales & Selling / Management