Publisher Description
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 with
building a company and a thriving business. As Barbara Kahn points out in Global
Brand Power, the key is to begin and end every discussion thinking about
what is right for the customer. At Macy’s, Inc., we saw a dramatic improvement
in business trends when we reorganized our business model and consciously put
the customer at the center of all decisions. The principles presented in Global
Brand Power can benefit every business leader.”—
Terry J. Lundgren, chairman, president, CEO, and chief customer officer, Macy’s, Inc.
