Brand Planning

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, analyzing and discussing core competitiveness, value chains, and other strategic aspects. 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., finally has a comprehensive and professional book that explains the concepts and practices of brand building, enabling companies to clearly understand how to truly build brands and reducing the futile efforts of brand builders like us. However, it also brings a sense of shock, as we think, "With this book, we won't have a job anymore." Xie Zhenzhong, China Regional General Manager of Yangte Brand Identity Consulting Co., Ltd., The revolution in brand awareness and the enhancement of brand design are undoubtedly the key to the successful transformation of "Made in China" to "Designed in China." It can also be said that this is the "second revolution" for the continued high-speed advancement of China's economy. We lack the necessary foundation in this field, systematic theories, and scientific research. We need talents from all walks of life to engage in this field, driving it with a scientific attitude and a pragmatic spirit. Chen Shaohua, General Manager of Chen Shaohua Design Consulting Co., Ltd., This series discards and subverts the limitations of most brand management books that stay confined to brand standard management. From the perspective of a full-process brand management method, it creates and constructs an intrinsic logical system consisting of three major sections: brand strategic management, brand standard management, and brand operational management. These sections mutually support and complement each other, showcasing their inherent tension and the richness of the system. Yu Mingyang, Director of the Brand Strategy Committee of the China Market Society, Copying foreign IMC models may not yield the desired results for commercial enterprises and other organizations. It is essential to develop an IMC theory suitable for the Chinese market by combining one's own characteristics. Mr. Chen Yungang is one of the earliest scholars to study IMC. This series, "Brand Management Toolbox," compiles his years of academic research and practical experience, making a unique contribution to the development of IMC in China! Chen Yitan, Chairman and CEO of the China Regional Division of Jingxin Integrated Communication Group, Rooting a brand 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 answers in Chen Yungang's systematic discussions. Yang Situo, Secretary-General of the Asian Consulting, Training and Development Association, When brand management becomes a necessary path for corporate competition, the lack of insightful domestic brand management is evident. The publication of "Brand Management Toolbox" significantly fills this gap. This series, centered on the brand management value chain, provides all types of industrial and commercial enterprises and other organizations with a comprehensive and systematic brand management guide that explains the basic concepts, key methods, and special skills of brand management, with practicality and operability. Brand planning is the fundamental framework of brand management, and the continuous growth of target brands requires the integration of internal and external resources to drive synergy under the guidance and constraints of annual brand planning. This book breaks through the limitation of typical brand planning, which only focuses on brand overall planning, and constructs a complete system of brand planning, including brand overall planning, brand control planning, and brand detailed planning. This book is divided into four chapters, mainly including: the value of brand planning; brand overall planning; brand control planning; and brand detailed planning. Brand managers can use this book to fully master excellent brand planning methods, thereby breaking free from the limitations of vague strategic planning and overcoming the flaws of meticulous tactical planning. This enables brand planning outcomes to not only have a relative advantage in strategy but also exhibit strong executability, leading the entire organization closer to the ideal brand vision. 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, professionals in management consulting companies, market research companies, brand design companies, advertising agencies, public relations companies, and training companies, as well as faculty and students in management majors of universities and business schools, and MBA students. It can also serve as a training manual for corporate management personnel and the best reference book for all readers interested in brand management.