Kahn B. Global Brand Power: Leveraging Branding for Long-Term Growth

Philadelphia: Wharton Digital Press, 2013. — 99 p.A Brand’s Role in the Four Stages of the
Purchase Process.
Experiential Positioning of a Brand.
Qualitative Measurement of Brand Value.
Quantitative Methods for Assessing Brand Value.
Management of Brands.
Effective Brand Communications and Repositioning Strategies.