100 Successful Brand Strategies

Author: Wei Guo (Editor-in-Chief)
Publisher:
Publishing Date: 2002-05-01
Features: In the West, brands are called the "atomic bomb of the economy." In today's world, the competition between countries has essentially evolved into a competition between companies and brands. A brand is a foundation for a century-old business, capable of enduring across time and space. International brands have already walked through a century, while Chinese brands are just beginning, and they cannot cross this century either. Building a brand is not just the patent of international well-known brands like Coca-Cola and Procter & Gamble; any company, regardless of size, should ask: What exactly is a brand? From what aspects should one start to create and manage a brand? What kind of brand strategy is needed? Perhaps we can find the answers in this book. This book compiles 100 case studies of first-class domestic and international brands, telling you what others have done for their brands. Based on these case studies, it introduces knowledge, revealing the full connotation of brand creation. It is an ode to successful brands and also provides guidance for companies ready to take action.