Brand management

Author: Chen Yungang
Publisher:
Publish Date: 2004-12-01
Features: This series breaks through the craftsmanship of general management books, using the insight of leaders to elevate the topic of brand management to a strategic level of analysis and discussion, such as core competitiveness and the value chain. This undoubtedly provides a common ground for investors, leaders, and executors on the platform of brand management. Guo Xin, Executive Director/General Manager of Gallup (China) Consulting Co., Ltd., will brand it as a transcendent effort to root brand management in the heart. How to efficiently complete this complex project? The answer is systematic brand training. And how to conduct systematic brand training? In this series, readers will find the answers in Mr. Chen Yungang's systematic discussions. — Yang Sizhuo, Secretary-General of the Asian Consulting, Training & Development Association
When brand management has become a must for corporate competition, there is a clear lack of innovative domestic brand management. The publication of the Brand Management Toolbox Series significantly fills this gap. Focusing on the brand management value chain, this series provides all types of industrial and commercial enterprises and other organizations with a comprehensive and systematic interpretation of the basic concepts, key methods, and special skills of brand management, offering a practical and actionable brand management guide. Like brand design, brand management is the concrete embodiment and implementation of brand planning. Brand management without goals is very easily prone to stagnation or blind expansion. This book breaks through the limitation of traditional brand management, which often stays at the level of brand norm management, and constructs a complete brand management system including brand strategy, brand norm management, and brand operation management.
This book is divided into four chapters, mainly covering: the value of brand management, brand strategic management, brand norm management, and brand operation management. Through this book, brand operators will be able to master the comprehensive brand management method, clarify how to transition from the daily management of an enterprise organization to brand management, aggregate organizational resources, motivate and ensure that all organizational members fully fulfill brand commitments, and jointly advance the implementation of brand management goals.
This series is suitable for senior and middle-level managers in all types of industrial and commercial enterprises and other organizations who are committed to brand management, as well as professionals in management consulting firms, market research companies, brand design companies, advertising agencies, public relations companies, and training companies. It is also suitable for students and faculty in economics and management majors at universities and colleges, as well as MBA students in business schools. Additionally, it can serve as a training manual for corporate management personnel and the best reference book for all readers interested in brand management.