Local brand strategy

Author: Weng Xiangdong
Publisher:
Publish Date: 2002-05-01
Features: Weng Xiangdong's "Local Brand Strategy" is a truly original and self-contained brand strategy monograph with profound significance for creating strong Chinese brands. My greatest wish is that my competitors never see this book. It is a landmark monograph in brand strategy research, while also the crystallization of the author's ten years of practical planning experience. The examples in the book are primarily based on personal planning and firsthand experience, making it highly relevant to Chinese companies. Due to the lag in brand research, many marketing executives in Chinese companies are unfamiliar with the specific tasks of brand management, including market directors of companies with annual sales exceeding 10 billion yuan. As a comprehensive guide for companies to conduct brand strategy management, this book clearly outlines the process of brand management and clearly defines the four mainlines of brand management work: First, plan a brand identity system centered on core values, and use the brand identity system to lead all marketing communication activities, which is the famous "Core Value Leadership Theory." Second, select brandization strategies and brand architecture. Third, conduct rational brand extension and expansion to fully leverage brand resources for greater profits. Fourth, fully understand brand assets and scientifically manage various indicators of brand assets to build strong brands with distinct core values and personality, rich brand associations, high brand awareness, high premium capabilities, high brand loyalty, and high value perception.