Brand competitiveness

Author: Li Guangdou
Publisher:
Publish Date: 2004-01-01
Features: This book is completed based on the author's many years of theoretical and practical research in brand and marketing. It integrates the latest theoretical essence of disciplines such as economics, psychology, and marketing. As a practical theoretical monograph that discusses brand competitiveness by summarizing China's brand experience, the book comprehensively and systematically elaborates on the connotation of brand competitiveness; the fact that brand competitiveness is the core competitiveness of enterprises; the eight structural levels of brand competitiveness, including core strength, market strength, loyalty strength, radiation strength, innovation strength, vitality, cultural strength, and leadership strength; the ways to acquire brand competitiveness; how to maintain the long-term stability of brands; and even an in-depth study of the extension of national brand competitiveness and urban brand competitiveness. This book is a practical theoretical monograph that discusses brand competitiveness by summarizing China's brand experience. The book elaborates on the connotation of brand competitiveness; the significance of brand competitiveness; the ways to acquire brand competitiveness; and how to maintain the long-term stability of brand competitiveness. The strength of core competitiveness determines the survival and development of enterprises. So, how to judge, and who to make the final judgment on the strength of enterprise competitiveness and core competitiveness? It is not the entrepreneurs, nor the economists, but the consumers who exercise the final arbitral power. In today's product homogenization, brand competitiveness includes the comprehensive advantages of enterprises in resources, capabilities, technology, management, marketing, and human resources, and is the driving force for sustainable growth of enterprises, as well as the external expression of their core competitiveness. The book also provides a detailed analysis of the successes and failures of multinational brands such as Nestlé, Nokia, and Starbucks in China. This book has great reference and learning significance for Chinese enterprises on how to stand unshakably in the brand era.