Brand promotion

Author: Chen Yungang
Publisher:
Publish Date: 2004-12-01
Features: This series breaks through the conventional 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 of operations. 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., states that embedding brand values 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 the systematic exposition of Mr. Chen Yungang. – Yang Sizhuo, Secretary-General of the Asian Consulting, Training & Development Association
When brand management has become an essential path for corporate competition, there is a noticeable lack of innovative domestic brand management. The publication of "Brand Management Toolkit Series" significantly fills this gap. Centered 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 fundamental concepts, key methods, and special skills of brand management, offering a practical and actionable brand management guide. On the brand management value chain, brand promotion not only means constructing and inheriting brand commitments but also entails fulfilling them comprehensively, working in tandem with other brand actions to advance the consistency of brand commitments and fulfillment. This book breaks through the limitation of typical brand promotion, which often stays within brand communication, and establishes a complete system of brand promotion, including integrated brand marketing, integrated brand communication, and integrated brand public relations.
The book is divided into four chapters, covering main topics such as the value of brand promotion, integrated brand marketing, integrated brand communication, and integrated brand public relations. Brand managers can use this book to fully grasp the basic methods of integrated brand promotion, move beyond the single level of brand communication, and unify key operations such as brand marketing, brand communication, and brand public relations. This ensures that the voice, image, and actions of the target brand are consistent, achieving both immediate promotional returns and new levels of cumulative output.
This series is suitable for senior and middle-level managers in 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 agencies, public relations firms, and training companies, as well as students and faculty in business management majors of universities and colleges, and MBA students in business schools. It can also serve as a training manual for corporate management personnel and the best reference book for all readers interested in brand management.