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Global Brand Power: Leveraging Branding for Long-Term Growth
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.
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.
132 pages, Paperback
First published March 5, 2013
66 people are currently reading
352 people want to read
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Displaying 1 - 13 of 13 reviews
April 29, 2018
Comprehensive book that covers Brand Marketing in entirety. I didn't find many new thoughts but it was more like a short, to the point refresher of Kotler from Brand Management aspect. It is well structured that when need be, I can go straight to the chapter and reread on various aspects - be it brand purpose, research, brand management or communication. It is academic heavy in nature and broadly covers the concepts. Hence, those looking for multiple examples detailing the concepts might be a bit disappointed.
July 20, 2015
Read this for an upcoming Coursera class. It didn't blow me away, but it was interesting, and full of current examples, which I appreciated.
March 17, 2018
A generic and light read on establishing brands. The best takeaway have been some examples and techniques which have been discussed
January 9, 2019
What I got from this book, in a few words: Don't forget that the intangible matters too.
Nowadays, because of the digital revolution, everything in marketing is about data, ROI, CTR, and quantifying every step you take so that you can justify it. This book provides a great methodology on how to give value to ALL types of efforts, and shares great research on why this matters (especially for the long term).
Also, this is one of the only books about marketing (and I've read quite a few) that shares a concrete methodology on how to value brands and marketing efforts.
Easy read, very structured, and valuable information.
Some of my highlights:
"Strong brands also come to mind quickly. They have multiple connections in consumers' memories, and this gives them a memory-encoding advantage. The more links a brand has, the easier that brand is to recall when a need occurs."
"Attention is not enough; people have to 'get it'."
"...strong brands clearly and easily present themselves to consumers with no contradictory, confusing, or excessive information."
Nowadays, because of the digital revolution, everything in marketing is about data, ROI, CTR, and quantifying every step you take so that you can justify it. This book provides a great methodology on how to give value to ALL types of efforts, and shares great research on why this matters (especially for the long term).
Also, this is one of the only books about marketing (and I've read quite a few) that shares a concrete methodology on how to value brands and marketing efforts.
Easy read, very structured, and valuable information.
Some of my highlights:
"Strong brands also come to mind quickly. They have multiple connections in consumers' memories, and this gives them a memory-encoding advantage. The more links a brand has, the easier that brand is to recall when a need occurs."
"Attention is not enough; people have to 'get it'."
"...strong brands clearly and easily present themselves to consumers with no contradictory, confusing, or excessive information."
January 3, 2018
Concise and to the point reference book on the art of building a brand with contemporary examples.
March 17, 2018
Crisp and clear
Very well aligned examples with lucid language also gives ground understanding about how shall brand interacts through elements and touch points
Very well aligned examples with lucid language also gives ground understanding about how shall brand interacts through elements and touch points
November 19, 2018
Great book by my marketing professor!!
May 31, 2020
Read as part of my online course. Filled with good and handy information. Not anything new though.
April 18, 2013
I was very happy to receive a complimentary advance copy of this book through Goodreads First Reads program.
"Global Brand Power: Leveraging Branding for Long-Term Growth" is written by Barbara E Khan and published by Wharton Digital Press. Dr Kahn is one of the leading experts and publishers (academic peer reviewed journals) in marketing and branding. HOWEVER, ANYONE can read and enjoy her writing. Dr Kahn has a real gift, she can explain complicated concepts in ways that is both enjoyable to read and enlightening.
She uses consumer brands(like Coke & Netflix)and events that most of us already know about and expands on it. This way she explains how things work and why various marketing concepts and strategies are important. Doing this she easily expands the readers knowledge of the subject. So this book is in no way a dry textbook, it is a manual for business executives and anyone who wants to understand branding and branding research. Reading it will help you to understand and expand your brand.
I found the book quite interesting. The book starts with explaining some of the big leaps in branding since 1985 and also discusses the differences between one's brand and product. The book then goes on to look into experimental ways to reposition a brand, quantitative (numbers/ surveys) and qualitative (interviews or other methods that look into the meaning customer's actually have for brands) ways to determine a brands value. The final chapter of the book goes into ways to communicate your brands message and reposition your brand.
"Global Brand Power: Leveraging Branding for Long-Term Growth" is written by Barbara E Khan and published by Wharton Digital Press. Dr Kahn is one of the leading experts and publishers (academic peer reviewed journals) in marketing and branding. HOWEVER, ANYONE can read and enjoy her writing. Dr Kahn has a real gift, she can explain complicated concepts in ways that is both enjoyable to read and enlightening.
She uses consumer brands(like Coke & Netflix)and events that most of us already know about and expands on it. This way she explains how things work and why various marketing concepts and strategies are important. Doing this she easily expands the readers knowledge of the subject. So this book is in no way a dry textbook, it is a manual for business executives and anyone who wants to understand branding and branding research. Reading it will help you to understand and expand your brand.
I found the book quite interesting. The book starts with explaining some of the big leaps in branding since 1985 and also discusses the differences between one's brand and product. The book then goes on to look into experimental ways to reposition a brand, quantitative (numbers/ surveys) and qualitative (interviews or other methods that look into the meaning customer's actually have for brands) ways to determine a brands value. The final chapter of the book goes into ways to communicate your brands message and reposition your brand.
February 9, 2013
It was interesting, particularly when the book explains the reason why very important brand are so well known worldwide. It was not useful for me but maybe if you are a creative it can be very useful.
E' stato interessante, in particolare quando faceva esempi del perchè alcune marche sono così famose e riconoscibili in tutto il mondo. Non mi è stato particolarmente utile, ma se sei un cretivo di un'agenzia pubblicitaria il discorso cambia.
THANKS TO NETGALLEY AND WHARTON DIGITAL PRESS FOR THE PREVIEW
E' stato interessante, in particolare quando faceva esempi del perchè alcune marche sono così famose e riconoscibili in tutto il mondo. Non mi è stato particolarmente utile, ma se sei un cretivo di un'agenzia pubblicitaria il discorso cambia.
THANKS TO NETGALLEY AND WHARTON DIGITAL PRESS FOR THE PREVIEW
May 16, 2013
I received my copy through the first-reads giveaway. It's a great starter course for anyone interested in marketing or anyone trying to determine how to get their product to the next level. It covers areas most people wouldn't even consider as important, but is vital if global branding is the goal. It was replete with examples that anyone could understand. In other words, you won't need a degree in marketing or even business in order to find this book interesting - though it probably would help! ;-)
May 13, 2013
Everything that you wanted to know about how to present and empower a brand for marketing....very informative.
I was one of the lucky few to receive a complimentary advance copy through Goodreads First Reads and the author.
I was one of the lucky few to receive a complimentary advance copy through Goodreads First Reads and the author.
Displaying 1 - 13 of 13 reviews