Brand Observation

Author: Chen Yungang
Publisher:
Publish Date: 2002-09-01
Features: Who doesn't want to grow a strong brand? When it comes to branding, common questions often include: How to effectively design brand experiences? How can new brands be repositioned? How to implement full-brand management? How to prevent brand extension and brand diversification from failing? How to conduct brand identity design that avoids being superficial? How to carry out brand training? How to prevent the loss of brand assets? How does a brand's growth coexist with the environment? This book explores the six major areas of brand experience, brand planning, brand design, brand promotion, and brand training in depth, combining the brands it has served to discuss each topic thoroughly. It provides an open framework for strategic lectures for brand managers and individuals interested in branding, helping them evaluate their performance and explore new possibilities for their brands' development in the Chinese market.