Global Brand Power PDF Download
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Author | : Barbara E. Kahn |
Publisher | : University of Pennsylvania Press |
Total Pages | : 133 |
Release | : 2013-03-05 |
Genre | : Business & Economics |
ISBN | : 1613630255 |
Download Global Brand Power Book 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.
Author | : Barbara E. Kahn |
Publisher | : University of Pennsylvania Press |
Total Pages | : 132 |
Release | : 2013-03-05 |
Genre | : Business & Economics |
ISBN | : 1613631308 |
Download Global Brand Power Book 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.
Author | : Barbara E. Kahn |
Publisher | : Wharton Executive Essentials |
Total Pages | : 0 |
Release | : 2013 |
Genre | : Business & Economics |
ISBN | : 9781613630266 |
Download Global Brand Power Book 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.
Author | : Jan-Benedict Steenkamp |
Publisher | : Springer |
Total Pages | : 319 |
Release | : 2017-01-03 |
Genre | : Business & Economics |
ISBN | : 1349949949 |
Download Global Brand Strategy Book 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.
Author | : Steve McKee |
Publisher | : Macmillan |
Total Pages | : 258 |
Release | : 2014-01-07 |
Genre | : Business & Economics |
ISBN | : 1137278846 |
Download Power Branding Book 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. 20,000 first printing.
Author | : Hajo Riesenbeck |
Publisher | : Wiley-VCH |
Total Pages | : 296 |
Release | : 2007-03-26 |
Genre | : Business & Economics |
ISBN | : |
Download Power Brands Book in PDF, ePub and Kindle
Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
Author | : Laurence Minsky |
Publisher | : Kogan Page Publishers |
Total Pages | : 329 |
Release | : 2019-11-03 |
Genre | : Business & Economics |
ISBN | : 074948361X |
Download Global Brand Management Book 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.
Author | : Robert Jones |
Publisher | : Oxford University Press |
Total Pages | : 161 |
Release | : 2017 |
Genre | : BUSINESS & ECONOMICS |
ISBN | : 0198749910 |
Download Branding Book in PDF, ePub and Kindle
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
Author | : M. Roll |
Publisher | : Springer |
Total Pages | : 339 |
Release | : 2016-02-11 |
Genre | : Business & Economics |
ISBN | : 113735917X |
Download Asian Brand Strategy (Revised and Updated) Book in PDF, ePub and Kindle
This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
Author | : David A. Aaker |
Publisher | : Free Press |
Total Pages | : 368 |
Release | : 2020-03-24 |
Genre | : Business & Economics |
ISBN | : 1982146524 |
Download Brand Portfolio Strategy Book in PDF, ePub and Kindle
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.