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Barbara E. Kahn

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  • Global Brand Power: Leveraging Branding for Long-Term Growth | Barbara E. Kahn

    Global Brand Power: Leveraging Branding for Long-Term Growth

    • UNABRIDGED (3 hrs and 49 mins)
    • By Barbara E. Kahn
    • Narrated By Rose Itzcovitz
    • Whispersync for Voice-ready

    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.

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