leveraging branding for long-term growth Kahn, Barbara E. creator text bibliography pau Philadelphia Wharton Digital Press c2013 2013 monographic eng

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125 p. ; 22 cm. 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. Introduction; Chapter 1: A Brand's Role in the Four Stages of the Purchase Process; Chapter 2: Experiential Positioning of a Brand; Chapter 3: Qualitative Measurement of Brand Value; Chapter 4: Quantitative Methods for Assessing Brand Value; Chapter 5: Management of Brands; Chapter 6: Effective Brand Communications and Repositioning Strategies; Conclusion. Barbara E. Kahn. Includes bibliographic references (p. 113-114) and index. Branding (Marketing) Brand name products Management Product management Corporations Growth HF5415.1255 .K34 2013 658.827 9781613630266 1613630263 9781613630289 2012287128 http://www.loc.gov/catdir/enhancements/fy1412/2012287128-b.html http://www.loc.gov/catdir/enhancements/fy1412/2012287128-d.html http://www.loc.gov/catdir/enhancements/fy1412/2012287128-b.html http://www.loc.gov/catdir/enhancements/fy1412/2012287128-d.html UVV 150321 20150321131256.0 29039