Global Brand Power: Leveraging Branding for Long-Term Growth

Global Brand Power: Leveraging Branding for Long-Term Growth

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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… (more)


Book Details  


Publisher: Wharton Digital Press (March 05, 2013)

Collection: Wharton Executive Essentials

Format: EPUB

Page count: 134 pages

Protection: DRM

Language: English


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