Global Brand Big Strategy

Author: Shih Chen-Yung
Publisher:
Publish Date: 2005-09-01
Features: From the era of Marketing to the era of Branding victory, this is Shih Chen-Yung's peak work! All methods and strategies, problems and challenges related to brand management are answered in this book! Acer Chairman Wang Jeng-Tang and BenQ General Manager Wang Wen-Can, two of Taiwan's top international brand managers, enthusiastically recommend it! The 30-year brand philosophy legacy of "Mr. Brand" Shih Chen-Yung, a brand new creation! Every industry faces different future challenges, and the professional problems to be solved also vary greatly. However, there is only one common and unavoidable challenge for all industries, and that is branding. Most professional problems are like mountains between different trades, but only brand problems have universal commonalities. Therefore, relatively speaking, the ability to manage brands is the most important core to solve industrial upgrading. This ability will continue to grow in the next one to two decades and will not become saturated。——Shih Chen-Yung This book is a summary of Shih Chen-Yung's 30 years of experience in brand management. He has experienced the rapid growth of enterprises and the ups and downs of life-and-death challenges. This book is the crystallization of brand strategic wisdom that has been precipitated, reviewed, and summarized. If you care about "brands," you must buy this book to read. Whether you are prepared to believe its arguments or adopt its suggestions after reading, I firmly believe this book will definitely bring you very valuable inspiration。——Wang Jeng-Tang (Chairman of Acer) Taiwanese contract manufacturers are currently facing the dilemma of "ToB (brand) or not to B (brand), that's the question." After reading this book, "To be or not to be, that would not be a question." What's more special is that Mr. Shih also provides many exclusive secrets for building brands in the book. For anyone in any industry who aspires to work in brand management, it is worth spending time carefully studying this book。——Wang Wen-Can (General Manager of BenQ Global Marketing Headquarters) Mr. Shih Chen-Yung himself is a brand, and calling him "Mr. Brand" is well-deserved. The greatest contribution of this book is that Mr. Shih shares his personal experience in creating the brand of Acer, especially providing important references for entrepreneurs with fewer resources and smaller domestic or regional markets. From building a brand from scratch, to entering a high-growth model with both contract manufacturing and branding, to finally separating branding from contract manufacturing, Acer's development history can be said to be the most complete case in Taiwan's IT industry. Such experience is actually very valuable, and the underlying strategic implications are worth exploring。——Ju Bo-Yong (Dean of Benchmark Academy, Professor of Management Science at National Chiao Tung University) From contract manufacturing, designing and manufacturing on behalf of others to establishing their own brands, what threats and opportunities do Chinese enterprises face in the path of brand management? Where is the key to breaking through? What can be learned from the brand experience of Acer Group, from Acer to BenQ? This book is written based on Mr. Shih's more than 30 years of hands-on experience. Using the language and mindset of an operator, it simply and clearly incorporates all the problems encountered in building brands, different thinking at each stage, and various perspectives on different issues into his brand arguments. It includes both a macro discussion of the global brand competition landscape and practical insights into issues such as application guidelines for brand expansion. It can be said that it is written for operators and managers interested in brand work and strategic thinking. Therefore, during the writing process, Mr. Shih always considers various problems from their perspective. Mr. Shih believes that every industry faces different future challenges, and the professional problems to be solved also vary greatly. However, each industry has only one common and unavoidable challenge, which is branding. Therefore, relatively speaking, the ability to manage brands is the most important core to solve industrial upgrading. This ability will continue to grow in the next one to two decades and will not become saturated. Therefore, the future operations of global Chinese enterprises will gradually revolve around brands. Objectively speaking, Chinese enterprises in the future will inevitably take brand management as an important direction, and in the future, they must build international brands to have a way out. This book will give you a glimpse into the journey of Acer Group in creating its own brand and fighting international-level wars. In addition, Mr. Shih also analyzes the brand paths of Samsung, SONY, Google, Apple, and the Chinese Lenovo Group one by one.