The story of brand management

Author: Bai Guang
Publisher:
Publishing Date: 2005-08-01
Features: The term "brand" has not yet been included in dictionaries, but it is a newly recognized term widely accepted by all sectors of modern society. "Brand" encompasses two meanings: "Pin" refers to items, the grade and category of commodities, and also implies human character; "Pai" refers to the proprietary name given by enterprises to their products, which is essentially the brand. Connecting these two meanings, "brand" is a label with a certain level of quality; reflected on commodities, it should be a label recognized by a broad consumer base. There is no definitive standard for a brand. Through extensive promotion by enterprises, usage by consumers, and public recognition, a brand is formed. A brand is composed of numerous factors, such as high-quality products, which serve as the foundation for establishing a brand; commodities should be aesthetically pleasing and practical; they should align with consumer purchasing power; attention should be paid to consumer feedback, which serves as an important basis for improving product quality and variety; brand promotion should be planned, purposeful, and both scientific and practical. When a brand is widely recognized by consumers over time, it gradually becomes a premium brand, making premium brands an extension of brands. Premium brands are not arbitrarily judged or selected by anyone but are formed on the basis of consumer recognition. From brands and premium brands, the concepts of trademarks and well-known trademarks naturally arise. Brands and premium brands are colloquial terms, folk expressions, not legal terminology. The true legal language is trademarks and well-known trademarks. To accommodate the habits of a broad readership, the author has titled this series "A Collection of Classic Brand Stories from China and Beyond," but as previously mentioned, from a legal perspective, it should be trademarks and well-known trademarks. Therefore, this book appears under the concept of brands, while its content is integrated with the concept of trademarks. "A Collection of Classic Brand Stories from China and Beyond" is further systematized and structured based on the author's pamphlet "The Story of Brands" published in 1999. This series consists of seven volumes: "The Story of Brand Creativity," "The Story of Brand Graphics," "The Story of Brand Evolution," "The Story of Brand Registration," "The Story of Brand Protection," "The Story of Brand Management," and "The Story of Brand Nomenclature." Each volume is independent, self-contained, and illustrated. During the compilation process, the series incorporated outstanding achievements from China's trademark theory community and referenced some trademark theory monographs and journals. Therefore, it can be said that the publication of "A Collection of Classic Brand Stories from China and Beyond" is a crystallization of the excellent achievements of numerous individuals in various aspects of China's trademark theory community, a result of collective effort. The target readers of this series are business managers, planners in trademark and advertising affairs, national civil servants engaged in related businesses, as well as faculty and students from business-related colleges and universities. It is believed that this series will serve as an important reference for the aforementioned individuals, a bestseller, and a highly engaging tool for practical use.