Global Brand Power - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Brand Power write by Barbara E. Kahn. This book was released on 2013-03-05. Global Brand Power available in PDF, EPUB and Kindle. Wharton professor Barbara Kahn brings brand management into the 21st century. Global Brand Power is 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
Global Brand Power - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Brand Power write by Barbara E. Kahn. This book was released on 2013-03-05. Global Brand Power available in PDF, EPUB and Kindle. 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.
Global Brand Strategy
Global Brand Strategy - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Brand Strategy write by Jan-Benedict Steenkamp. This book was released on 2017-01-03. Global Brand Strategy available in PDF, EPUB and Kindle. Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Power Branding
Power Branding - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Power Branding write by Steve McKee. This book was released on 2014-01-07. Power Branding available in PDF, EPUB and Kindle. "A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
Global Brand Management
Global Brand Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Brand Management write by Laurence Minsky. This book was released on 2019-11-03. Global Brand Management available in PDF, EPUB and Kindle. In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
