Brand Studies

Author: Yu Mingyang
Publisher:
Publish Date: 2002-11-01
Features: Brand is one of the most frequently used terms in China today and also one of the most closely watched phenomena. Brand studies emerged as a new discipline following the brand fever, as various enterprises strive to create "Famous Chinese Brands," and universities have also opened courses on brand strategy, brand communication, brand management, etc. As the first university-level textbook dedicated to brand studies in China, this book possesses a certain theoretical foundation, systematic structure, and practical value. Its publication will benefit university teachers and students, as well as industry professionals.