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Global Brand Power: Leveraging Branding for Long-Term Growth Spiral-Bound |

Barbara E. Kahn

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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.

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.

Publisher: University of Pennsylvania Press
Original Binding: Trade Paperback
Pages: 132 pages
ISBN-10: 1613630263
Item Weight: 0.66 lbs
Dimensions: 5.5 x 0.7 x 8.5 inches
“Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader.”
—Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc.

“Great global brands have to be built and don’t happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book.”
—Roger Farah, President and COO, Ralph Lauren Corporation

“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

“Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers.”
—Philip McGee, Director, Shopping Insights, Campbell Soup Co.
Barbara E. Kahn is Patty and Jay H. Baker Professor of Marketing at The Wharton School at the University of Pennsylvania. She served two terms as the director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton in 2011, Barbara served as the dean and Schein Professor of Marketing at the School of Business Administration, University of Miami, Miami, Florida. Before becoming dean at UM, she spent 17 years at Wharton as Silberberg Professor of Marketing. She was also vice dean of the Wharton undergraduate program. Barbara is an internationally recognized scholar on retailing, variety seeking, brand loyalty, product assortment and design, and consumer and patient decision-making. She has published more than 75 articles in leading academic journals. She is the author of The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption and Global Brand Power: Leveraging Branding for Long-Term Growth. She is also the coauthor of Grocery Revolution: The New Focus on the Consumer. Barbara has been elected president of the Association for Consumer Research, elected president of the Journal of Consumer Research (JCR) Policy Board, and selected as a Marketing Science Institute trustee. She was also an associate editor at JCR, Journal of Marketing, and Marketing Science. She has recently been elected as a fellow for both the Association of Consumer Research and the Society of Consumer Psychology. Barbara received her PhD, MBA, and MPhil from Columbia University, and her BA from the University of Rochester.