Global Brand Power
Leveraging Branding for Long-Term GrowtheBook - 2013
The branding bible for today's globalized worldToday, 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 b.
Publisher: New York : Wharton Digital Press, 2013
Characteristics: 1 online resource (133 pages)