Barbara E. KahnGlobal Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials)

I became aware of this title by taking the Wharton: Marketing class on Coursera, the free MOOC learning site. Professor Kahn teaches the first three weeks of the nine week class and she does a super job. She's very engaging, passionate and animated - simply a great teacher. An excerpt of this book was offered as part of the class and I decided to purchase the full title. Just like the class, the book is wonderful. I bought the Kindle edition - you cannot beat the price for the educational and entertainment value.

I was also introduced to Professor Kahn through the Coursera "Intro to Marketing" course, offered in conjunction with Wharton. Kahn, along with two other professor colleague, made marketing come alive! I have the pleasure of teaching marketing at the University level, and the online course and, further, her book, "Global Brand Power", provide me with both refreshers and some new ideas for passing along to my students.

Loved this book, received it as a textbook for my Global Business Management Class. Learned so much about different work cultures. Greatly recommended. Quick Read

Great book for all doctors and business people to read. Very few authors offer such a specific narrow focus on an area of marketing that is fundamental to business. This author understands her topic and has researched it well. The one problem that I see for professionals such as doctors, dentists, and lawyers is that it is necessary in their profession to make a close and personal learning process that connects the professional directly to real life examples, personal experience, during the learning process. It's necessary because these professionals are not taught about business principles in their education, refuse to take time to get it after graduation, and therefore are doomed to financial failure right from the start. Medical professionals especially need to be involved in the learning process in action to learn it and remember it. Business has to be taught in a completely different manner to these professionals than to business professionals. Medical students who enter medical school already with an MBA find it useless to the medical practice business.

Amazing book. I am impressed by how concise and to the point it is. Also, it contains a wealth of state-of-the-art info on a very powerful structure.

This is a short, well written, easy to read introduction to global branding for busy people. It is a brief guideline, excellent for the price, for building up your knowledge of various branding aspects.

This book i written by one of the professors for an online course I am taking. I think is is very informative, clearly written and a great pairing with the class. I recommend it.

As I have stated on the title this book is a very nice introductory book into the world of Brand marketing and touches the surface of the matter. If the target audience is those that are interesting to have a first look into the science of Brand I would definitely recommend it.For more in depth reading another book should be purchased though...

This is a brilliant business book. I would recommend this to anyone in a management position to who is looking at stating a business. Unlike most business books this is a concise, well written book, without the usual fluff that writers use to pad out their books. The ideas are logical, and the writer is clearly an expert in her field. A must for any marketing person.

Simple read, good for non advertising and branding professionals to get the ready reference and also for the advertising professionals to remind themselves , what branding is.

Ottimo per iniziare. Da far leggere a tutti i marketers. Oggi essere Global non è piu un opzione, è una necessità.

A pedantic book. Good for academics. A few more case studies would have made it a more absorbing read.

Very well aligned examples with lucid language also gives ground understanding about how shall brand interacts through elements and touch points