Global Brand Power

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 to position a strong global brand: identifying the appropriate competitive set; offering a sustainable differential advantage; and targeting the right strategic segment

• Methods for assessing brand value

• Effective brand communications and repositioning strategies

• How to manage a brand in a world of total transparency—where one slipup can go around the world via social media instantaneously

• How Coca-Cola, Estee Lauder, Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands

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.

Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center at The Wharton School of the University of Pennsylvania. Kahn has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR’s Marketplace, and elsewhere.

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