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Global Brand Power : Leveraging Branding for Long-Term Growth.
The branding bible for today's globalized worldToday, 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 r...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Wharton Digital Press,
2013.
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| Colección: | Wharton Executive Essentials.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | The branding bible for today's globalized worldToday, 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 b. |
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| Descripción Física: | 1 online resource (133 pages) |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 9781613630259 1613630255 1613630263 9781613630266 9781613631300 1613631308 |