Brand Design

Author: Chen Yungang
Publisher:
Publish Date: 2004-12-01
Features: This series breaks through the craftsmanship of typical 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 the systematic exposition of Mr. Chen Yungang. — 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 books. The publication of the Brand Management Toolkit Series significantly fills this gap. Focusing on the brand management value chain, the series provides comprehensive and systematic explanations of the fundamental concepts, key methods, and special skills of brand management, offering a practical and actionable brand management guide for all types of businesses and organizations.
Brand design is the basic path to establishing brand identity and creating a high-level brand experience. Brand design outcomes lacking a holistic perspective and experience awareness tend to fall into formalism, offering no real benefit to brand image enhancement. This book breaks the limitation of typical brand design, which often stays confined to brand identity design, and constructs a complete brand design system including brand identity design, brand product design, and brand space design.
The book is divided into four chapters, covering the following main content: the value of strategic design; brand identity design; brand product design; and brand space design. Through this book, brand operators will master the basic methods of strategic brand design, integrating the artificially fragmented identity design, product design, and space design. This ensures that the brand image not only has external differentiation but also internal consistency, thereby creating and maintaining a positive brand image, preventing brand image divergence, and continuously enhancing brand value.
This series is suitable for middle-level and senior managers in all types of businesses and organizations aiming at brand management, professionals in management consulting firms, market research companies, brand design companies, advertising agencies, public relations firms, and training companies. It is also recommended for faculty and students in business management programs 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 an excellent reference for all readers interested in brand management.