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Global Brand Power: Leveraging Branding for Long-Term Growth Audiobook
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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 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.
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“Regardless of your industry, building a brand is synonymous today withbuilding a company and a thriving business. As Barbara Kahn points out in GlobalBrand Power, the key is to begin and end every discussion thinking aboutwhat is right for the customer. At Macy’s, Inc., we saw a dramatic improvementin business trends when we reorganized our business model and consciously putthe customer at the center of all decisions. The principles presented in GlobalBrand Power can benefit every business leader.”
— Terry J. Lundgren, chairman, president, CEO, and chief customer officer, Macy’s, Inc.
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“Great global brands have to be built and don’t happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book.”
— Roger Farah, president and COO, Ralph Lauren Corporation -
“In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn’s Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth.”
— George Feldenkreis, chairman and CEO, Perry Ellis International -
“Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure, and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers, and marketing services providers.”
— Philip McGee, director, Shopping Insights, Campbell Soup Co.
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About Barbara E. Kahn
Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the director of the Jay H. Baker Retailing Center. She is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer-choice process. She has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR’s Marketplace, and elsewhere.
About Rose Itzcovitz
Rose Itzcovitz is an audiobook narrator whose readings include Democracy and Social Ethics by Jane Addams, Just Little Things by Nancy Vu, and Conversations That Sell by Nancy Bleeke.