Complete Record of Chinese Brand Marketing

Author: Gu Huanyu
Publisher:
Publish Date: 2003-05-01
Features: In the early 1990s, due to the large-scale grabbing and acquisition of trademarks, Chinese enterprises developed a high level of attention to branding. Subsequently, enterprises that pursued marketization recognized the importance of brands sufficiently. However, questions such as how to create strong brands, how to update brands in a timely manner, how to build a brand system that permeates the entire corporate behavior and is both thoughtful and vibrant, and how to achieve brand internationalization and establish global brands still perplex companies. As a responsible local brand scholar and consultant, we should strengthen research, communication, and service in this area from a national perspective, especially important is to enable more enterprises to master the methodologies. In this book, I see Huanyu's efforts in this direction, and such efforts are hard to imagine without a high sense of responsibility.