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 to position a strong global brand: identifying the appropriate competitive set; offering a sustainable differential advantage; and targeting the right strategic segment
  • Methods for assessing brand value
  •  Effective brand communications and repositioning strategies
  • How to manage a brand in a world of total transparency—where one slipup can go around the world via social media instantaneously
  • 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

Filled with stories that reveal the latest in what leading companies are doing today to leverage their brands and based on solid research, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

“Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy’s, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader.”

—Terry J. Lundgren, Chairman, President, CEO, and Chief Customer Officer, Macy’s, Inc.

“Great global brands have to be built and don’t happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book.”

—Roger Farah, President and COO, Ralph Lauren Corporation

“In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn’s Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth.”

—George Feldenkreis, Chairman and CEO, Perry Ellis International

“Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers.”

—Philip McGee, Director, Shopping Insights, Campbell Soup Co.
  • Featured image for article: Global Brand Power Experiential Positioning of A Brand
    The European Business Review, November 25, 2014

    Global Brand Power Experiential Positioning of A Brand

    Building a strong global brand is all about creating that unique position in the market. Here Barbara E. Kahn illustrates the make-or-break importance of identifying a brand’s appropriate competitive set and reaching out to the right audience.

    Read More
  • Featured image for article: Leveraging Branding for Long-Term Growth Video
    HotelNewsResource.com, July 05, 2013

    Leveraging Branding for Long-Term Growth Video

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  • Featured image for article: Global brands require strong
    WARC.com, July 03, 2013

    Global brands require strong "DNA"

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  • Featured image for article: 6 Strategies to Build a Global Brand
    Entrepreneur.com, May 07, 2013

    6 Strategies to Build a Global Brand

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  • Featured image for article: Limited Time Offer: $1.99 Ebooks
    June 13, 2014

    Limited Time Offer: $1.99 Ebooks

    From June 13 to June 28, 2014, Amazon and Ganxy are offering three ebooks for 80% off the retail price.

    Read More
  • Featured image for article: New Book: Global Brand Power
    March 13, 2013

    New Book: Global Brand Power

    Filled with stories that reveal the latest in what leading companies are doing today to leverage their brands and based on solid research, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

    Read More
  • Featured image for article: Wharton Digital Press Debuts Wharton Executive Education Essentials Series
    November 03, 2011

    Wharton Digital Press Debuts Wharton Executive Education Essentials Series

    The Aresty Institute of Executive Education partners with Wharton Digital Press to publish the Wharton Executive Education Essentials Series.

    Read More
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