{"product_id":"global-brand-power-leveraging-branding-for-long-term-growth-paperback-softback-9781613630266","title":"Global Brand Power; Leveraging Branding for Long-Term Growth (Paperback \/ softback) 9781613630266","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGlobal Brand Power\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eLeveraging Branding for Long-Term Growth\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eBarbara E. Kahn (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781613630266\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 5 March 2013\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e132 pages\u003cbr\u003e21.6 x 14 x 1.2 cm, 0.122 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003e\u003ci\u003eThe branding bible for today's globalized world\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e 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.\u003cbr\u003e In \u003ci\u003eGlobal Brand Power\u003c\/i\u003e, 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.\u003cbr\u003e 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wharton School Press","offers":[{"title":"Brand New","offer_id":52681691332888,"sku":"9781613630266","price":15.19,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/global-brand-power-leveraging-branding-for-long-term-growth-paperback-softback-9781613630266","provider":"Freshly Printed Books","version":"1.0","type":"link"}