Global Brand Power

Global Brand Power

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Kahn, Barbara E. Wharton Digital Press, 2013 Audio summary available
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IN THIS SUMMARY

In Global Brand Power, Barbara E. Kahn shows how strong brands have achieved global recognition, assessed brand value, and utilized brand communications and repositioning strategies to achieve success. A strong global brand must be able to express the same core meanings across all markets, or the brand will be threatened and the bottom line will suffer. Kahn provides plenty of real-life examples and extensive research to illustrate how the relationship between customers and brands has evolved in the modern world and how real brands have learned to navigate the new rules of engagement.