China Tobacco Brand Operations

Author: Chen Hong
Publisher:
Publish Date: 2005-02-01
Features: The tobacco industry is a unique sector. On one hand, due to the impact of its products on human health, countries worldwide have implemented control measures over it. On the other hand, the high profits and taxes it generates make it difficult for governments to completely sever ties with it. This delicate balance places tobacco brand development in a special environment. With the entry into the WTO, foreign tobacco brands will flood into China, inevitably intensifying the already fierce competition in the Chinese tobacco market. The content of this book was formed during the process of conducting and implementing research on the design and operation of an integrated communication system for brand strategy in the tobacco industry. Through our efforts, we aim to explore a development path suitable for the characteristics of Chinese tobacco brands. The core of this book is the "PTC" brand operation theory model. The author provides a detailed analysis of consumer cognitive behavior, communication processes, and the characteristics of tobacco communication. Integrating previous research findings, a comprehensive process model of consumer cognitive processes is proposed, leading to the conceptual framework and operational model of the PTC theory. This theory primarily consists of two components: differentiated brand marketing communication appeals and the brand personality recognized by consumers. The transformation from unique appeals to recognized personality is an internal-to-external evolution, a sequential process, and a dynamic leap in brand assets. The book is rich in visuals, detailed in content, highly practical, and engaging to read, hoping to contribute, however modestly, to the development of Chinese tobacco brands.