Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials)
| Author | : | |
| Rating | : | 4.15 (997 Votes) |
| Asin | : | 1613630263 |
| Format Type | : | paperback |
| Number of Pages | : | 134 Pages |
| Publish Date | : | 2016-02-04 |
| Language | : | English |
DESCRIPTION:
OnAccount said A Must Read for MBAs and Entrepreneurs!. I became aware of this title by taking the Wharton: Marketing class on Coursera, the free MOOC learning site. Professor Kahn teaches the first three weeks of the nine week class and she does a super job. She's very engaging, passionate and animated - simply a great teacher. An excerpt of this book was offered as part of the class and I decided to purchase the full title. Just like the class, the book is wonderf. Jim L said Definitely will be using as a teaching tool. I was also introduced to Professor Kahn through the Coursera "Intro to Marketing" course, offered in conjunction with Wharton. Kahn, along with two other professor colleague, made marketing come alive! I have the pleasure of teaching marketing at the University level, and the online course and, further, her book, "Global Brand Power", provide me with both refreshers and some new ideas for passing along to my st. "It's a very nice intro into the Marketing." according to vstasino. As I have stated on the title this book is a very nice introductory book into the world of Brand marketing and touches the surface of the matter. If the target audience is those that are interesting to have a first look into the science of Brand I would definitely recommend it.For more in depth reading another book should be purchased though
Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. The principles presented in Global Brand Power can benefit every business leader.”Terry J. I learned new information from reading this book.”Roger Farah, President and COO, Ralph Lauren CorporationIn our fast-changing world, visionary business leaders must build a brand
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. 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 commu