Naming · Concept · Visual

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 China's first scientific, systematic, and comprehensive brand operation model. 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 correct 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 era. This brand operation model is built on the foundation of scientific brand theory, serving as a shortcut and the best choice for enterprises to reach a higher level of operation. The book provides detailed explanations on target market selection, construction methods, and principles from the brand's birth stage, as well as specific operational methods for promotion and maintenance during the market entry stage. It reveals the techniques and means for integrating brand genes and intangible resources, creating intangible capital, and accumulating intangible assets, presenting a comprehensive and systematic brand operation model for building, promoting, and maintaining brands. The publication of this book will provide a scientific operational paradigm for domestic enterprises eager to build brands but struggling 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 common issues in domestic enterprises, such as redundant construction and low-level cycles, and offer strong support for small and medium-sized enterprises in China to conduct scientific brand management and transformation, enhance operational 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 the 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 for explanation, making complex concepts easy to understand and simplifying the learning process. This shortens the distance between knowledge and readers, 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 book has a broad readership, suitable for professionals 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 for reading and research.