Wharton@Work

April 2013 | Reading List

Global Brand Power: Leveraging Branding for Long-Term Growth

With the value and importance of brands on the rise in today’s global marketplace, brand managers and other executives need to create strategies for growing and protecting these critical assets. They need tools for measuring their value, how to communicate their brand, and when and how to reposition it. In her new book, Global Brand Power: Leveraging Branding for Long-Term Growth, Wharton marketing professor Barbara Kahn fills these needs.

“Brands today must be global,” she explains. That means they must be “porous enough to allow for reasonable brand and product-line extensions, broad enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won’t be confused, and precise enough to provide clear differentiation from the competition.”

Kahn uses solid research and contemporary examples to explain why brands are essential for long-term growth and how to navigate the key issues around brand management that can enhance or erode value. This highly readable book, the latest in the Wharton Executive Essentials series, will help new and seasoned brand managers interpret and respond to changes in the environment and provide a roadmap for creating a strategy that will get the most leverage from a brand.

Buy the Book.