Brand Health Check

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 deeply rooted in the heart is an extraordinary effort. 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 answer in the systematic exposition of Mr. Chen Yungang. – Yang Sizhuo, Secretary-General of the Asian Consulting, Training and Development Association
When brand management has become the necessary path for corporate competition, there is a clear lack of innovative domestic brand management books. The publication of the Brand Management Toolbox Series significantly fills this gap. The series takes the brand management value chain as its core, providing 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. Brand health check is the foundation of brand management. The birth, growth, and sustained prosperity of any brand require the guarantee of continuous brand health checks. This book breaks through the limitation of previous brand health checks that only measure brand assets, establishing a complete brand health check system including brand environment measurement, brand resource measurement, and brand asset measurement. This book is divided into 4 chapters, mainly including: the value of brand health checks; brand environment measurement; brand resource measurement; and brand asset measurement. Through this book, brand operators will master in-depth brand health check methods, enabling them to timely identify opportunities and threats in the brand environment, discover the strengths and weaknesses of brand resources, and clarify the strengths and weaknesses of brand assets. This allows them to maintain a keen response to the brand environment and make proactive adjustments, achieving dynamic balance in the structure of brand resources and progressive enhancement of brand assets, ensuring the continuous growth of target brands.
This series is suitable for middle and senior managers in all types of industrial and commercial enterprises and other organizations who are committed to brand management, professionals in management consulting firms, market research companies, brand design companies, advertising companies, public relations companies, and training companies, as well as faculty and students in business management majors at universities and business school MBAs. It can also serve as training material for corporate management personnel and the best reference book for all readers interested in brand management.