Behavior · Product · Promotion

Author: Nian Xiaoshan
Publisher:
Publish Date: 2005-01-01
Features: In this book, the founder of brand studies and the pioneer of brand management master education, Nian Xiaoshan, constructs the first scientific, systematic, and comprehensive brand operation model in China. This book is based on scientific brand theory and extensive enterprise consulting and practical experience, incorporating the latest international and domestic information, market research findings, competitive dynamics, future development trends, and the actual conditions of domestic enterprises. The world economy has entered a higher stage of development—the era of the brand economy. Human production methods are transforming from the industrial age to the post-industrial age, and traditional business methods will inevitably be replaced by brand economy and brand management. The world's focus is shifting from the Atlantic to the Pacific, and the new economic trends are forcing people to redefine and revise deeply rooted traditional business concepts and methods. The scientific brand management model is the key for enterprises to unlock the door to contemporary market wealth and enter the new economy. This brand operation model is built on the foundation of scientific brand theory, serving as a shortcut and the best choice for enterprises to achieve a higher level of business operation. The book elaborates on the target market selection, construction methods, and principles from the brand's birth stage to the specific operational methods of promotion and maintenance during the market engagement stage. It reveals the techniques and means for integrating brand genes and intangible resources, creating intangible capital, and accumulating intangible assets. It is a comprehensive, panoramic systematized brand operation model covering the entire process of brand creation, promotion, and maintenance. The publication of this book will provide a scientific operational paradigm for domestic enterprises that want to build brands but struggle to find a path, ending the history of domestic markets with brand demand but no operational models, high enterprise-related costs, low returns, and wrong or detours. It will address the widespread issues of redundant construction and low-level cycles in domestic enterprises' development. This book will offer strong support for small and medium-sized enterprises in China to conduct scientific brand management and transformation, enhance business performance, and significantly improve market competitiveness. It will contribute to advancing the international brand strategies of Chinese enterprises and building China into a brand powerhouse and an economic powerhouse.
The language of this book is concise and the structure is clear, making it suitable for readers and learners in the business community. In some more obscure chapters, case studies are used to explain concepts, making complex topics easy to understand and simplifying the learning process. This shortens the distance between learning and knowledge, creates a humanized learning interface, and delivers brand operation knowledge directly to the readers' minds. This is a distinctive feature of the book and one of the author's pursuit goals.
The target audience for this book is broad, suitable for readers and researchers in the business community, consulting industry, advertising industry, government decision-making departments, students and faculty of universities and colleges, as well as various levels of entrepreneurs.