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

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発行元 Barbara E. Kahn .

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    商品基本情報

    • 著者:  Barbara E. Kahn
    • レーベル:  Wharton School Press
    • シリーズ名:  Wharton Executive Essentials
    • 発売日:  2013年03月05日
    • 出版社:  Wharton School Press
    • 商品番号:  9781613630259
    • 言語:  English

    エディションノート


    The branding bible for todays 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 wont 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 companys 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ー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.

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