Brand era

Author: Nian Xiaoshan
Publisher:
Publish Date: 2005-04-01
Features: Brand isn't built by time or hyped by advertising. A company must first do what it should do, then engage with the market, and finally guide the market. Relying on God to roll the dice means passively depending on luck. Building your brand empire with your own hands puts you in control of your destiny. What is "God rolling the dice"? It's about starting a business or launching a product, and if others sell it, you follow suit. Some last only a few years, while others endure for a century—this is the result of God rolling the dice. A scientific brand operation paradigm isn't about relying on a stroke of luck or practicing in the wind and rain. Instead, it's about designing tasks you can accomplish based on your capabilities, not by chance. It integrates what you must supplement into your very being, rather than relying on haphazard experience gained through struggling in the market and then gradually "perfecting" yourself.
This book explores the concept of brand and its essence. In modern market economies, brands are the key to a company's survival and development. So, how are brands built? What is a brand? Who should build brands? How to plan and market them? The book will provide readers with relevant knowledge and introduces how companies can self-assess their brands, design their corporate image, name their "organizations," position and market their brands, and more.