Close
Enter your search into one or more of the boxes below:
You can refine your search by selecting from any of the options below:
Search
Global Brand Power: Leveraging Branding for Long-Term Growth

Global Brand Power: Leveraging Branding for Long-Term Growth (Paperback)

£10.99
To Order. Estimated despatch in 1-3 weeks.
Email me when back in stock

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 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.

BusinessBusiness & managementSales & marketing Publisher: Wharton Digital Press Publication Date: 05/03/2013 ISBN-13: 9781613630266  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Kahn is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR's Marketplace, and elsewhere.

More books by Barbara E. Kahn

Leave Review

Delivery

Delivery Options

All delivery times quoted are the average, and cannot be guaranteed. These should be added to the availability message time, to determine when the goods will arrive. During checkout we will give you a cumulative estimated date for delivery.

Location 1st Book Each additional book Average Delivery Time
UK Standard Delivery FREE FREE 3-5 Days
UK First Class £4.50 £1.00 1-2 Days
UK Courier £7.00 £1.00 1-2 Days
Western Europe** Courier £17.00 £3.00 2-3 Days
Western Europe** Airmail £5.00 £1.50 4-14 Days
USA / Canada Courier £20.00 £3.00 2-4 Days
USA / Canada Airmail £7.00 £3.00 4-14 Days
Rest of World Courier £22.50 £3.00 3-6 Days
Rest of World Airmail £8.00 £3.00 7-21 Days

** Includes Austria, Belgium, Denmark, France, Germany, Greece, Iceland, Irish Republic, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden and Switzerland.

Delivery Help & FAQs

Returns Information

If you are not completely satisfied with your purchase*, you may return it to us in its original condition with in 30 days of receiving your delivery or collection notification email for a refund. Except for damaged items or delivery issues the cost of return postage is borne by the buyer. Your statutory rights are not affected.

* For Exclusions and terms on damaged or delivery issues see Returns Help & FAQs

You might also like

Goods: Advertising, Urban Space, and...
(Hardback)
Emanuele Coccia; Marissa Gemma
 
£73.00
£76.00
 
Write with Fey: 10 Sparks to Guide ...
(Paperback)
Chrys Fey
 
 
£14.95
 

Currently out of stock

How to Become a Rock Star Chef in the...
(Hardback)
Mark Garcia
 
 
£24.95
 

Currently out of stock

You Can't Google It!: The Compelling...
(Paperback)
Phyllis Weiss Haserot
 
 
£10.95
 

Currently out of stock

Latest Blog
Folklore of the Yorkshire Moors
10/02/2018

Read an Extract from Wendy Mitchell's Somebody I Used to Know
05/02/2018

Read an extract from Wendy Mitchell's Somebody I Used to Know, her memoir about living with dementia.

Where are you really from? An extract from Brit(ish): On Race, Identity and Belonging by Afua Hirsch
02/02/2018

Read an extract from Afua Hirsch's book Brit(ish): On Race, Identity and Belonging

View all Blog Entries
Twitter
Show/Hide Tweets
© W&G Foyle Ltd