‘Global Brand Power’: Barbara Kahn on How Branding Has Changed

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 why the brand is a ”mechanism for growth” and how companies can become more customer focused. (Video with transcript)

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