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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Kahn, Barbara E.
Format: Electronic eBook
Language:Inglés
Published: New York : Wharton Digital Press, 2013.
Series:Wharton Executive Essentials.
Subjects:
Branding (Marketing)
Brand name products > Management.
Product management.
Corporations > Growth.
Stratégie de marque.
Produits de marque > Gestion.
Produits commerciaux > Gestion.
Sociétés > Croissance.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products > Management
Corporations > Growth
Product management
Online Access:Texto completo
Table of Contents:
  • 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.

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