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Global Brand Power: Leveraging Branding for Long-Term Growth by Kahn, Barbara E.
by Kahn, Barbara E. | PB | VeryGood
US $8.96
ApproximatelyRM 37.02
Condition:
“May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend ”... Read moreabout condition
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Located in: Aurora, Illinois, United States
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Estimated between Wed, 19 Nov and Tue, 25 Nov to 94104
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About this item
Seller assumes all responsibility for this listing.
eBay item number:195789819402
Item specifics
- Condition
- Very Good
- Seller Notes
- Binding
- Paperback
- Book Title
- Global Brand Power
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9781613630266
About this product
Product Identifiers
Publisher
Wharton School Press
ISBN-10
1613630263
ISBN-13
9781613630266
eBay Product ID (ePID)
159954364
Product Key Features
Number of Pages
132 Pages
Publication Name
Global Brand Power : Leveraging Branding for Long-Term Growth
Language
English
Subject
Marketing / General, Consumer Guides, Advertising & Promotion
Publication Year
2013
Type
Not Available
Subject Area
Reference, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.5 in
Item Weight
4.3 Oz
Item Length
8.5 in
Item Width
5.5 in
Additional Product Features
Reviews
"Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power , the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." --Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. "Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." --Roger Farah, President and COO, Ralph Lauren Corporation "In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." --George Feldenkreis, Chairman and CEO, Perry Ellis International "Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." --Philip McGee, Director, Shopping Insights, Campbell Soup Co., Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power , the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." —Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." —Roger Farah, President and COO, Ralph Lauren Corporation In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." —George Feldenkreis, Chairman and CEO, Perry Ellis International Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." —Philip McGee, Director, Shopping Insights, Campbell Soup Co.
Intended Audience
College Audience
Synopsis
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. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power , Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency--where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm., 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. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power , Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency--where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Est e Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm., Wharton professor Barbara Kahn brings brand management into the 21st century. Global Brand Power is filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands.
Item description from the seller
Seller feedback (5,970,474)
- e***a (271)- Feedback left by buyer.Past monthVerified purchaseOrdered from USA and arrived to me in UK about 10 days later. Book appropriately packaged and mostly as described. Was missing the cd as listed but communication with the seller was friendly and polite if not a little confusing - partial refunds are only offered after you start the formal eBay return request process, they aren't capable of giving refunds after simple messaging to customer service. All in all though, great value and a positive transaction. Would interact again 👍
- e***- (123)- Feedback left by buyer.Past 6 monthsVerified purchaseUnfortunately I received a damaged book, the item and the package both were damaged and it was clearly evident its appearance that it happened during transit. The seller was very understanding and gave me a full refund for the damaged book, though it was no fault of their own. Other than the damage, the book was as described, the quality and condition aside from the damaged spot was like new. The cost of the book was reasonable. I would definitely purchase from the seller again.
- 7***j (872)- Feedback left by buyer.Past monthVerified purchaseI recently purchased an item from this eBay seller, and I couldn't be happier with the experience. From the prompt communication to the fast shipping, everything was handled with utmost professionalism. The item arrived exactly as described and was well packaged to ensure its safety during transit. The seller was courteous and responsive, making the entire transaction smooth and hassle-free. I highly recommend this seller to anyone looking for quality products and excellent service.
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Seller feedback (5,970,474)
- e***a (271)- Feedback left by buyer.Past monthVerified purchaseOrdered from USA and arrived to me in UK about 10 days later. Book appropriately packaged and mostly as described. Was missing the cd as listed but communication with the seller was friendly and polite if not a little confusing - partial refunds are only offered after you start the formal eBay return request process, they aren't capable of giving refunds after simple messaging to customer service. All in all though, great value and a positive transaction. Would interact again 👍
- e***- (123)- Feedback left by buyer.Past 6 monthsVerified purchaseUnfortunately I received a damaged book, the item and the package both were damaged and it was clearly evident its appearance that it happened during transit. The seller was very understanding and gave me a full refund for the damaged book, though it was no fault of their own. Other than the damage, the book was as described, the quality and condition aside from the damaged spot was like new. The cost of the book was reasonable. I would definitely purchase from the seller again.
- 7***j (872)- Feedback left by buyer.Past monthVerified purchaseI recently purchased an item from this eBay seller, and I couldn't be happier with the experience. From the prompt communication to the fast shipping, everything was handled with utmost professionalism. The item arrived exactly as described and was well packaged to ensure its safety during transit. The seller was courteous and responsive, making the entire transaction smooth and hassle-free. I highly recommend this seller to anyone looking for quality products and excellent service.