Global Brand Power: Leveraging Branding for Long-Term Growth

by Barbara E. Kahn

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1613630263
• ISBN13: 9781613630266
• Release Date: March 2013
• Publisher: Wharton School Press
• Length: 132 Pages
• Weight: 0.45 lbs.
• Dimensions: 0.5" x 5.5" x 8.4"