Global Brand Power: Leveraging Branding for Long-Term Growth

Global Brand Power: Leveraging Branding for Long-Term Growth

by Barbara E. Kahn

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Product Details

ISBN-13: 9781613630266
Publisher: Wharton Digital Press
Publication date: 03/05/2013
Series: Wharton Executive Essentials Series
Edition description: New Edition
Pages: 134
Sales rank: 847,368
Product dimensions: 5.50(w) x 8.40(h) x 0.50(d)

About the Author

Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Kahn is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR’s Marketplace, and elsewhere.

Table of Contents

Introduction 1

Chapter 1 A Brand's Role in the Four Stages of the Purchase Process 9

Chapter 2 Experiential Positioning of a Brand 29

Chapter 3 Qualitative Measurement of Brand Value 45

Chapter 4 Quantitative Methods for Assessing Brand Value 61

Chapter 5 Management of Brands 79

Chapter 6 Effective Brand Communications and Repositioning Strategies 95

Conclusion 109

Resources 113

Index 115

About the Author 121

About the Wharton Executive Essentials Series 123

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