Page de couverture de Global Brand Power

Global Brand Power

Leveraging Branding for Long-Term Growth

Aperçu

Essayer pour 0,00 $
Choisissez 1 livre audio par mois dans notre incomparable catalogue.
Écoutez à volonté des milliers de livres audio, de livres originaux et de balados.
L'abonnement Premium Plus se renouvelle automatiquement au tarif de 14,95 $/mois + taxes applicables après 30 jours. Annulation possible à tout moment.

Global Brand Power

Auteur(s): Barbara E. Kahn
Narrateur(s): Rose Itzcovitz
Essayer pour 0,00 $

14,95$ par mois après 30 jours. Annulable en tout temps.

Acheter pour 21,00 $

Acheter pour 21,00 $

Confirmer l'achat
Payer avec la carte finissant par
En confirmant votre achat, vous acceptez les conditions d'utilisation d'Audible et la déclaration de confidentialité d'Amazon. Des taxes peuvent s'appliquer.
Annuler

À propos de cet audio

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

©2013 Barbara E. Kahn (P)2013 Gildan Media LLC
Marketing et ventes Réussite personnelle Entreprise Global Marketing
activate_Holiday_promo_in_buybox_DT_T2

Ce que les auditeurs disent de Global Brand Power

Moyenne des évaluations de clients

Évaluations – Cliquez sur les onglets pour changer la source des évaluations.