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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 |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Wharton Digital Press,
2013.
|
| Colección: | Wharton Executive Essentials.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Kahn, Barbara E. | |
| 245 | 1 | 0 | |a Global Brand Power : |b Leveraging Branding for Long-Term Growth. |
| 260 | |a New York : |b Wharton Digital Press, |c 2013. | ||
| 300 | |a 1 online resource (133 pages) | ||
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| 490 | 1 | |a Wharton Executive Essentials | |
| 505 | 0 | |a Introduction; Chapter 1: A Brand's Role in the Four Stages of the Purchase Process; Chapter 2: Experiential Positioning of a Brand; Chapter 3: Qualitative Measurement of Brand Value; Chapter 4: Quantitative Methods for Assessing Brand Value; Chapter 5: Management of Brands; Chapter 6: Effective Brand Communications and Repositioning Strategies; Conclusion. | |
| 520 | |a 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. | ||
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references. | ||
| 590 | |a JSTOR |b Books at JSTOR All Purchased | ||
| 590 | |a JSTOR |b Books at JSTOR Demand Driven Acquisitions (DDA) | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Product management. | |
| 650 | 0 | |a Corporations |x Growth. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 6 | |a Sociétés |x Croissance. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Brand name products |x Management |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Corporations |x Growth |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Kahn, Barbara E. |t Global Brand Power : Leveraging Branding for Long-Term Growth. |d New York : Wharton Digital Press, ©2013 |z 9781613630266 |
| 830 | 0 | |a Wharton Executive Essentials. | |
| 856 | 4 | 0 | |u https://jstor.uam.elogim.com/stable/10.2307/j.ctv2hdrfnj |z Texto completo |
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