Marketing

Leveraging Branding for Long-Term Growth

Today, brands have become even more important than the products they represent: their stories travel quickly through social media and the Internet and across countries and cultures. A brand must be elastic enough to allow for category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers won’t be confused, and focused enough to provide clear differentiation from the competition.

In this Soundview Live webinar, Leveraging Branding for Long-Term Growth, Barbara Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process. You’ll hear stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands.

Available: audio recording, video recording

About the Speaker
Barbara Kahn

Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton, Barbara served for three and a half years as the Dean and Schein Family Chair Professor of Marketing at the School of Business Administration, University of Miami, Coral Gables, Florida. While Dean at the University of Miami, she launched new global initiatives and academic programs, attracted top faculty from some of the world’s leading business schools to enhance the caliber of the school’s research and teaching, and established new partnerships with the business community.

Before becoming Dean at University of Miami, Barbara spent 17 years at The Wharton School as the Dorothy Silberberg Professor of Marketing. She was also Vice Dean and Director of the Wharton Undergraduate program. She was a Senior Fellow of the Leonard Davis Institute and a faculty member of the Graduate Group in the Psychology Department. Before joining the Wharton faculty in 1990, Barbara served on the faculty at the Anderson School of Management at UCLA. She was the Hakuhodo Advertising Agency Visiting Scholar at University of Tokyo in 1993 and a Visiting Academic at the University of Sydney, Australia, in 1996.

She received her PhD, MBA and MPhil degrees from Columbia University, and a BA in English Literature from the University of Rochester.

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