Global brand power

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.

שנה

2013

שפה

English

הוצאה

Wharton School Press

מהדורות

3

עמודים

132

ISBN

9781613630259

מקור הנתונים: Wikidata