Global Brand Power: Leveraging Branding For Long-Term Growth (Wharton Executive Essentials)The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel