Successful brand management

Author: Zhang Jijiao
Publisher:
Publish Date: 2002-10-01
Features: Branding is the principal sword in corporate competition and the direction for Chinese enterprises to develop. Although Chinese enterprises have the capability to manufacture world-class products, they often neglect the creation and management of their own brands. To build a strong brand, you must understand the elements of a brand, its positioning, the shaping of its image, advertising strategies, spokesperson strategies, brand extension, brand management, brand diagnosis, and more. To build a strong brand, you must learn from the brand management experiences of successful enterprises. This book provides a wealth of brand management cases, including Motorola, Procter & Gamble, and Haier. To build a strong brand, you must understand the competitive landscape of brands within various industries. This book analyzes the brand competition dynamics in over a dozen industries.