图书标签: marketing Coursera 市场 品牌 branding Brand_Management 经济 brand
发表于2024-12-24
Global Brand Power pdf epub mobi txt 电子书 下载 2024
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.
"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
Filled with stories that reveal the latest in what leading companies
are doing today to leverage their brands and based on solid research, Global Brand Power is the only book you will need to implement
an effective brand strategy for your firm.
Read an excerpt: http://www.customerthink.com/article/global_brand_power_experiential_positioning_of_a_brand
Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Kahn is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR’s Marketplace, and elsewhere.
How does consumer come to the final decision? Awareness, planning, shopping, purchase and re-purchase. 没有实证内容的书是如何做到这么啰嗦的。。。
评分concise and to the point
评分concise and to the point
评分读了一个excerpt,是MOOC上面Wharton的市场营销导论的推荐书目。仅仅读了的20面,我就知道了为什么是在1985年时品牌意识才觉醒的【因为可口可乐换了一种新的口味】若可以,以后希望学marketing,感觉比fin更适合我。
评分concise and to the point
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Global Brand Power pdf epub mobi txt 电子书 下载 2024