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 book you will need to implement an
effective brand strategy for your firm.
