Branding has occupied the business world for decades, but never have brands faced the scrutiny they face today: a brand must be just as recognizable and cherished in Boston as it is in Dubai, and its reputation must be consistent and transparent enough to withstand the gale force winds of social media’s high seas.
In Global Brand Power: Leveraging Branding for Long-Term Growth, Wharton professor and marketing and retail expert Barbara E. Kahn offers clear and urgently needed advice for business leaders launching, trying to grow, or seeking to protect their business from a brand crisis.
Combining leading-edge knowledge developed over the past 25 years, Kahn gets at the core of what makes a great global brand strategy. She offers nuts-and-bolts advice on how to build, measure, and manage strong global brands. Kahn also shares examples of brand successes and pitfalls, profiling organizations such as Campbells, Origins, and Marriott.
For more information, visit Global Brand Power.