Try 7 days free

Global Brand Power

Barbara E. Kahn

What makes a brand strong across countries and cultures, and how do you keep its meaning steady while adapting products locally?

Get the app Read on the web

At a glance

Author: Barbara E. Kahn

Why read it

You will understand the difference between a brand and a product, and why a brand has a life apart from product features
You will spot the many points along a customer's path to purchase where a brand can shape perceptions and loyalty
You will know what to keep the same in every country, the brand's core meaning, and what to adapt locally, like menus and prices

Who it is for

A marketer taking a home market brand abroad
A brand manager handling a growing product portfolio
A founder deciding what customers should feel about the company

Contents

Global Brand Power
Introduction
Chapter 1. A Brand’s Role in the Four Stages of the Purchase Process
Chapter 2. Experiential Positioning of a Brand
Chapter 3. Qualitative Measurement of Brand Value
Chapter 4. Quantitative Methods for Assessing Brand Value
Chapter 5. Management of Brands
Chapter 6. Effective Brand Communications and Repositioning Strategies
Conclusion
Resources
About the Wharton Executive Essentials Series
About Wharton Digital Press
About The Wharton School
WHARTON ON MARKETING

More books like this