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Global Brand Power: Leveraging Branding for LongTerm Growth (Wharton Executive Essentials) Paperback – 5 Feb 2013

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"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.

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.

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Most Helpful Customer Reviews on (beta) 10 reviews
5 of 5 people found the following review helpful
A Must Read for MBAs and Entrepreneurs! 5 Nov. 2013
By OnAccount - Published on
Format: Kindle Edition Verified Purchase
I became aware of this title by taking the Wharton: Marketing class on Coursera, the free MOOC learning site. Professor Kahn teaches the first three weeks of the nine week class and she does a super job. She's very engaging, passionate and animated - simply a great teacher. An excerpt of this book was offered as part of the class and I decided to purchase the full title. Just like the class, the book is wonderful. I bought the Kindle edition - you cannot beat the price for the educational and entertainment value.
3 of 3 people found the following review helpful
Quick, concise intro to global branding 7 Nov. 2013
By Amazon Customer (atp) - Published on
Format: Kindle Edition Verified Purchase
This is a short, well written, easy to read introduction to global branding for busy people. It is a brief guideline, excellent for the price, for building up your knowledge of various branding aspects.
1 of 1 people found the following review helpful
It's a very nice intro into the Marketing.... 18 Mar. 2014
By vstasino - Published on
Format: Kindle Edition Verified Purchase
As I have stated on the title this book is a very nice introductory book into the world of Brand marketing and touches the surface of the matter. If the target audience is those that are interesting to have a first look into the science of Brand I would definitely recommend it.For more in depth reading another book should be purchased though...
Definitely will be using as a teaching tool 5 Jan. 2014
By Amazon Customer - Published on
Format: Paperback Verified Purchase
I was also introduced to Professor Kahn through the Coursera "Intro to Marketing" course, offered in conjunction with Wharton. Kahn, along with two other professor colleague, made marketing come alive! I have the pleasure of teaching marketing at the University level, and the online course and, further, her book, "Global Brand Power", provide me with both refreshers and some new ideas for passing along to my students.
Terrific book to accompany course 27 May 2014
By JRV - Published on
Format: Kindle Edition Verified Purchase
This book i written by one of the professors for an online course I am taking. I think is is very informative, clearly written and a great pairing with the class. I recommend it.
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