Global Brand Power: Leveraging Branding for Long-Term Growth
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Numar articol:205525326
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Preț:108,00 Lei
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Anuntul a expirat la:12.01.2023, 10:41
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Specificatii
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 Estee 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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