خرید و دانلود نسخه کامل کتاب Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) by Barbara E. Kahn

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Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) by Barbara E. Kahn PDF

نویسنده: Barbara E. Kahn

In Global Brand Power: Leveraging Branding for Long-Term Growth, Barbara E. Kahn presents a comprehensive guide to developing strong global brands that serve as critical assets for sustainable business success. Drawing on contemporary examples, Kahn illustrates how leading companies effectively manage their brands to maintain relevance and profitability.​

Kahn emphasizes the importance of brand elasticity, allowing for reasonable category and product-line extensions, and flexibility to adapt to dynamic market conditions. She discusses strategies for positioning a strong global brand, identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. The book also covers methods for assessing brand value, managing brands for long-term profitability, and effective brand communications and repositioning strategies.​

With insights into managing brands in a world of total transparency—where one misstep can rapidly spread via social media—Global Brand Power serves as an essential resource for marketers, brand managers, and business leaders aiming to navigate the complexities of global branding and achieve enduring success.