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Bibliographic Detail
Publisher
Perseus Distribution Services
Publication date
March 5, 2013
Pages
125
Binding
Paperback
Book category
Adult Non-Fiction
ISBN-13
9781613630266
ISBN-10
1613630263
Dimensions
0.25 by 5.50 by 8.25 in.
Weight
0.40 lbs.
Original list price
$15.99
Amazon.com says people who bought this book also bought:
The Fourth Industrial Revolution | Financial Literacy for Managers | The Adventures of an It Leader | Aaker on Branding | Location Is (Still) Everything | Innovation Prowess | Customer Centricity | What Is Marketing? | Great by Choice
The Fourth Industrial Revolution | Financial Literacy for Managers | The Adventures of an It Leader | Aaker on Branding | Location Is (Still) Everything | Innovation Prowess | Customer Centricity | What Is Marketing? | Great by Choice
Summaries and Reviews
Amazon.com description: Product Description:
The branding bible for todayâs 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 wonât 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 companyâs 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 transparencyÂwhere 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.
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 wonât 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 companyâs 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 transparencyÂwhere 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.
Editions
Paperback
The price comparison is for this edition
from Perseus Distribution Services (March 5, 2013)
9781613630266 | details & prices | 125 pages | 5.50 × 8.25 × 0.25 in. | 0.40 lbs | List price $15.99
About: The branding bible for todayâs 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.
About: The branding bible for todayâs 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.
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