Global Brand Power: Leveraging Branding for Long-Term Growth

by Barbara E. Kahn

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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"

Related Subjects

Business Business & Investing Economics

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Global Brand Power: Leveraging Branding for Long-Term Growth

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