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
twenty-first 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 Estée 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. Download and start listening now!