Global Brand Power

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Global Brand Power

Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
ISBN 13 : 1613630255
Total Pages : 133 pages
Book Rating : 4.6/5 (136 download)

Book Synopsis Global Brand Power by : Barbara E. Kahn

Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Global Brand Power

Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
ISBN 13 : 1613631308
Total Pages : 132 pages
Book Rating : 4.6/5 (136 download)

Book Synopsis Global Brand Power by : Barbara E. Kahn

Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Global Brand Strategy

Author : Jan-Benedict Steenkamp
Publisher : Springer
ISBN 13 : 1349949949
Total Pages : 319 pages
Book Rating : 4.3/5 (499 download)

Book Synopsis Global Brand Strategy by : Jan-Benedict Steenkamp

Download or read book Global Brand Strategy written by Jan-Benedict Steenkamp and published by Springer. This book was released on 2017-01-03 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Power Branding

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Author : Steve McKee
Publisher : Macmillan
ISBN 13 : 1137278846
Total Pages : 258 pages
Book Rating : 4.1/5 (372 download)

Book Synopsis Power Branding by : Steve McKee

Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth. 20,000 first printing.

Global Brand Management

Author : Laurence Minsky
Publisher : Kogan Page Publishers
ISBN 13 : 074948361X
Total Pages : 329 pages
Book Rating : 4.7/5 (494 download)

Book Synopsis Global Brand Management by : Laurence Minsky

Download or read book Global Brand Management written by Laurence Minsky and published by Kogan Page Publishers. This book was released on 2019-11-03 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

Branding

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Author : Robert Jones
Publisher : Oxford University Press
ISBN 13 : 0198749910
Total Pages : 161 pages
Book Rating : 4.1/5 (987 download)

Book Synopsis Branding by : Robert Jones

Download or read book Branding written by Robert Jones and published by Oxford University Press. This book was released on 2017 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

Brand Portfolio Strategy

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.9/5 (821 download)

Book Synopsis Brand Portfolio Strategy by : David A. Aaker

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Asian Brand Strategy (Revised and Updated)

Author : M. Roll
Publisher : Springer
ISBN 13 : 113735917X
Total Pages : 339 pages
Book Rating : 4.1/5 (373 download)

Book Synopsis Asian Brand Strategy (Revised and Updated) by : M. Roll

Download or read book Asian Brand Strategy (Revised and Updated) written by M. Roll and published by Springer. This book was released on 2016-02-11 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

BrandDigital

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Author : Allen P. Adamson
Publisher : St. Martin's Press
ISBN 13 : 0230614558
Total Pages : 308 pages
Book Rating : 4.2/5 (36 download)

Book Synopsis BrandDigital by : Allen P. Adamson

Download or read book BrandDigital written by Allen P. Adamson and published by St. Martin's Press. This book was released on 2008-08-19 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

Digital Influence

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Author : Joel Backaler
Publisher : Springer
ISBN 13 : 3319783963
Total Pages : 214 pages
Book Rating : 4.3/5 (197 download)

Book Synopsis Digital Influence by : Joel Backaler

Download or read book Digital Influence written by Joel Backaler and published by Springer. This book was released on 2018-08-22 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.

Brand New Justice

Author : Simon Anholt
Publisher : Routledge
ISBN 13 : 1136426078
Total Pages : 185 pages
Book Rating : 4.1/5 (364 download)

Book Synopsis Brand New Justice by : Simon Anholt

Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Power Brands

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Author : Hajo Riesenbeck
Publisher : Wiley-VCH
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.F/5 ( download)

Book Synopsis Power Brands by : Hajo Riesenbeck

Download or read book Power Brands written by Hajo Riesenbeck and published by Wiley-VCH. This book was released on 2007-03-26 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.

The Global Brand

Author : Nigel Hollis
Publisher : St. Martin's Press
ISBN 13 : 9780230615410
Total Pages : 272 pages
Book Rating : 4.6/5 (154 download)

Book Synopsis The Global Brand by : Nigel Hollis

Download or read book The Global Brand written by Nigel Hollis and published by St. Martin's Press. This book was released on 2008-09-30 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Brand Breakout

Author : Nirmalya Kumar
Publisher : Springer
ISBN 13 : 1137276622
Total Pages : 213 pages
Book Rating : 4.1/5 (372 download)

Book Synopsis Brand Breakout by : Nirmalya Kumar

Download or read book Brand Breakout written by Nirmalya Kumar and published by Springer. This book was released on 2013-06-13 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.

Strategic Brand Management and Development

Author : Sotiris T. Lalaounis
Publisher : Routledge
ISBN 13 : 1000298183
Total Pages : 382 pages
Book Rating : 4.0/5 (2 download)

Book Synopsis Strategic Brand Management and Development by : Sotiris T. Lalaounis

Download or read book Strategic Brand Management and Development written by Sotiris T. Lalaounis and published by Routledge. This book was released on 2020-12-30 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Brands and Branding

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Author : Rita Clifton
Publisher : John Wiley & Sons
ISBN 13 : 9781576603505
Total Pages : 322 pages
Book Rating : 4.6/5 (35 download)

Book Synopsis Brands and Branding by : Rita Clifton

Download or read book Brands and Branding written by Rita Clifton and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

No Logo

Author : Naomi Klein
Publisher : Macmillan
ISBN 13 : 9780312203436
Total Pages : 520 pages
Book Rating : 4.2/5 (34 download)

Book Synopsis No Logo by : Naomi Klein

Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.