The Resource Global brand power : leveraging branding for long-term growth, Barbara E. Kahn, (electronic resource)

Global brand power : leveraging branding for long-term growth, Barbara E. Kahn, (electronic resource)

Label
Global brand power : leveraging branding for long-term growth
Title
Global brand power
Title remainder
leveraging branding for long-term growth
Statement of responsibility
Barbara E. Kahn
Creator
Contributor
Subject
Language
eng
Summary
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 Estee 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 audiobook you will need to implement an effective brand strategy for your firm. Gildan Media is proud to bring you another Wharton Digital Press Audiobook. These notable audiobooks contain the essential tools that can be applied to every facet of your career
Accompanying matter
technical information on music
Cataloging source
Midwest
Form of composition
not applicable
Format of music
not applicable
Literary text for sound recordings
other
PerformerNote
Read by Rose Itzcovitz
Target audience
adult
Transposition and arrangement
not applicable
Global brand power : leveraging branding for long-term growth, Barbara E. Kahn, (electronic resource)
Label
Global brand power : leveraging branding for long-term growth, Barbara E. Kahn, (electronic resource)
Link
Publication
Related Contributor
Related Location
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Antecedent source
unknown
Capture and storage technique
digital storage
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
not applicable
Configuration of playback channels
unknown
Content category
spoken word
Content type MARC source
rdacontent
Control code
MWT11258774
http://library.link/vocab/cover_art
https://secure.syndetics.com/index.aspx?isbn=9781469058276/LC.GIF&client=780-496-1833&type=xw12&upc=&oclc=%28Sirsi%29%20MWT11258774
Dimensions
  • not applicable
  • unknown
http://library.link/vocab/discovery_link
{'EPLMNA': 'https://epl.bibliocommons.com/item/show/1412168005'}
Edition
Unabridged.
Extent
1 online resource (1 streaming audio file (3hr., 45 min.))
File format
unknown
Form of item
  • online
  • electronic
Governing access note
Digital content provided by hoopla
Groove width / pitch
not applicable
Isbn
9781469058276
Isbn Type
(sound recording : hoopla Audio Book)
Kind of cutting
not applicable
Kind of disc cylinder or tape
not applicable
Kind of material
unknown
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Other physical details
digital.
Publisher number
MWT11258774
Quality assurance targets
unknown
Reformatting quality
access
Sound
sound
Special playback characteristics
digital recording
Specific material designation
  • other
  • remote
Speed
other
Stock number
11258774
System control number
  • (Sirsi) MWT11258774
  • MWT11258774
System details
Mode of access: World Wide Web
Tape configuration
not applicable
Tape width
not applicable

Library Locations

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