02674nam a2200409 a 4500 29039 BD-DhAAL 20150321131256.0 150321s2013 pau b 001 0 eng d 2012287128 9781613630266 1613630263 9781613630289 (OCoLC)ocn859209330 UVV UVV UVV YDXCP BTCTA DLC BD-DhAAL lccopycat HF5415.1255 .K34 2013 658.827 Kahn, Barbara E. 9998 Global brand power : leveraging branding for long-term growth / Barbara E. Kahn. Philadelphia : Wharton Digital Press, c2013. 125 p. ; 22 cm. Wharton Executive Essentials Includes bibliographic references (p. 113-114) and index. 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. 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. Branding (Marketing) 9999 Brand name products Management. 10000 Product management. 10001 Corporations Growth. 9233 Wharton Executive Essentials. 9997 Contributor biographical information http://www.loc.gov/catdir/enhancements/fy1412/2012287128-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy1412/2012287128-d.html ddc BK 34129 34129 0 0 ddc 0 658_827000000000000_KHA 0 53259 BRACUL BRACUL GEN 2015-03-21 Karim International 1600.00 1 8 658.827 KHA 3010029039 2018-05-17 2016-02-14 1 2015-03-21 BK 0 0 ddc 0 658_827000000000000_KHA 0 53260 BRACUL BRACUL GEN 2015-03-21 Karim International 1600.00 4 36 658.827 KHA 3010029040 2024-05-13 2024-01-20 2 2015-03-21 BK