Brand Buffet -- Inventory & Segmentation & Positioning

Author: Nian Xiaoshan
Publisher:
Publish Date: 2005-03-01
Features: In this book, the founder of brand studies and the pioneer of brand management master's 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, combining 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 methods. The world's focus is shifting from the Atlantic to the Pacific, and the new economic trends are forcing people to redefine and adjust 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 achieve a higher level of business 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 that want to build brands but lack a clear path, helping them to quickly end 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 in business 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 approach shortens the distance between knowledge and readers, creating a humanized learning interface that allows brand operation knowledge to reach readers' minds directly. This is a distinctive feature of the book and one of the author's primary 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, faculty and students of universities, and various levels of entrepreneurs.