Global Brand Power : : Leveraging Branding for Long-Term Growth / / Barbara E. Kahn.

• Superior document: Title is part of eBook package: De Gruyter University of Pennsylvania Backlist eBook-Package 2000-2013
• VerfasserIn: Kahn, Barbara E.,
• Place / Publishing House: Philadelphia : : University of Pennsylvania Press, , [2013]; ©2013
• Year of Publication: 2013
• Language: English
• Physical Description: 1 online resource (132 p.)

The branding bible for today's globalized worldToday, 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 book you will need to implement an effective brand strategy for your firm.

Table of Contents

Frontmatter -- Contents -- Introduction -- Chapter 1 A Brand’s Role in the Four Stages of the Purchase Process -- Chapter 2 29 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 -- Resources -- Index -- About the Author -- About the Wharton Executive Essentials Series -- About Wharton School Press -- About The Wharton School