Global brand power
leveraging branding for long-term growth
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Author
Publication
2013 - Wharton Digital Press, Philadelphia, Pennsylvania
Language
English
Word Count
31,250 words, Guess
Page Count
125 pages
Identifiers
- ISBN-101613630263
- ISBN-139781613630266
- Library of Congress Control Number2012287128
- OCLC Control Number859209330
- Better World Books9781613630266
and 1 more
- Open LibraryOL30664856M
Classifications
- LCCHF5415.1255 .K34 2013
Description
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.
Subjects
Series Statement
- Wharton Executive Essentials
Other Editions
- Global brand power
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