2004/04 Issue 2

Author: Li Yining
Publisher:
Publish Date: 2004-10-01
Features: This issue focuses on how enterprises can achieve brand premium revenue through brand building. We recommend two articles: One is "Service Brand: Strategy, Loyalty, and Assets" by Professor Bai Changhong and Yang Jianhong. This article highlights eight strategies for establishing service brands, as well as how to win customer loyalty and cultivate brand assets. The other is "How to Enhance Brand Premium Capability" by Luo Zhiyong, Vice President of Xi'an O&M, and Zhang Xiling. This article points out that the same brand investment does not necessarily yield the same premium effect. Enterprises need to target brand promotion based on the relative importance of each component of brand value to achieve the greatest brand premium effect.