TY - BOOK ID - 136168760 TI - Global brand power : leveraging branding for long-term growth PY - 2013 SN - 1613630255 PB - Philadelphia : Wharton Digital Press, DB - UniCat KW - Brand name products KW - Corporations KW - Branding (Marketing) KW - Product management. KW - Management. KW - Growth. KW - brand communications. KW - brand name products. KW - corporations. KW - globalized world. KW - management of brands. KW - market conditions. KW - marketing. KW - product management. KW - purchase process. KW - repositioning strategies. KW - social media. UR - https://www.unicat.be/uniCat?func=search&query=sysid:136168760 AB - The branding bible for today's globalized worldToday, 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 b ER -