Global Brand Power (Wharton Executive Essentials) - Leveraging Branding for Long-Term Growth

Barbara E. Kahn

Wharton Digital Press

2013

98 páginas

3h 16m

ISBN-13: 9781613630259

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.
Filled with stories that reveal the latest in what leading companies are doing today to leverage their brands and based on solid research, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.