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Audio interviews with industry leaders and senior faculty with exclusive insights on current topics brought to you by [email protected] and the Wharton School of the University of Pennsylvania.


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

July 1st, 2013

Episode 94 of 882 episodes

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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