Global Brand Power, Barbara E. Kahn
Global Brand Power, Barbara E. Kahn
2 Rating(s)
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Global Brand Power
Leveraging Branding for Long-Term Growth

Author: Barbara E. Kahn

Narrator: Rose Itzcovitz

Unabridged: 3 hr 49 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 12/01/2013


Synopsis

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.

Reviews

Goodreads review by Prerna on April 29, 2018

Comprehensive book that covers Brand Marketing in entirety. I didn't find many new thoughts but it was more like a short, to the point refresher of Kotler from Brand Management aspect. It is well structured that when need be, I can go straight to the chapter and reread on various aspects - be it bra......more

Goodreads review by Catherine on July 19, 2015

Read this for an upcoming Coursera class. It didn't blow me away, but it was interesting, and full of current examples, which I appreciated.......more

Goodreads review by Samanvay on March 17, 2018

A generic and light read on establishing brands. The best takeaway have been some examples and techniques which have been discussed......more

Goodreads review by Alejandro on January 09, 2019

What I got from this book, in a few words: Don't forget that the intangible matters too. Nowadays, because of the digital revolution, everything in marketing is about data, ROI, CTR, and quantifying every step you take so that you can justify it. This book provides a great methodology on how to give......more

Goodreads review by Charles on November 19, 2018

Great book by my marketing professor!!......more