Knowledge@wharton

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) See acast.com/privacy for privacy and opt-out information.