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 r...

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Bibliographische Detailangaben

1. Verfasser:	Kahn, Barbara E. (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	Philadelphia University of Pennsylvania Press [2013]
Schlagworte:	BUSINESS & ECONOMICS / Marketing / General Brand name products > Management Brand name products-Management Branding (Marketing) Corporations > Growth Corporations-Growth Product management
Online-Zugang:	DE-1046 DE-1043 DE-858 DE-859 DE-860 DE-739 DE-473 URL des Erstveröffentlichers
Zusammenfassung:	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
Beschreibung:	Description based on online resource; title from PDF title page (publisher's Web site, viewed 28. Feb 2023)
Beschreibung:	1 Online-Ressource (132 Seiten)
ISBN:	9781613630259
DOI:	10.9783/9781613630259