Leveraging Branding for Long-Term Growth

According to Barbara Kahn, director of the Jay H. Baker Retailing Center at Wharton, the increasing popularity of social media has two implications for marketers: First, customers now control the message and second, companies must make sure that key elements of their brand can translate throughout the world. In a recent interview with Wharton MBA candidate Alexandra Idol, Kahn discusses her new book, Global Brand Power: Leveraging Branding for Long-Term Growth, the brand 'as a mechanism for growth' and how companies can become more customer focused.



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