Local Brand Dream Workshop: Practical Case Analysis of TV Commercial Strategies

Author: Zheng Xin'an
Publisher:
Publish Date: 2004-09-01
Features: "We can help businesses create national industries, and you can't. We can help businesses make money, and you can't," said Fu Huayang, leader of Shen Bing Tian Jiang Company, in his insightful speech. He broke the myths of traditional communication companies, provided us with fresh market ideas, and offered practical guidance for those aspiring to build great communication companies and national industries. Financial journalist Zheng Xin'an spent two years tracking down information, traveling across the country, and reviewing vast amounts of corporate documents. Standing from the perspective of how communication companies shape corporate brands, he extracted master-level communication methods and analyzed market mysteries. What is the core competitiveness of communication companies? This book explains this sustainable development power that is "unstealable, buyable, unbreakable, and unmovable." This book is a practical guide for local businesses to use film and television advertisements to build renowned brands. The book is divided into four parts: Strategy, Practice, Cases, and Management. It comprehensively analyzes and introduces how consumer goods companies can shape strong brands and communicate consumer information from aspects such as basic theories, operational methods, case analysis, and imitation examples. This book is a collection of case studies on film and television advertising companies, offering important insights for a wide range of consumer goods companies, especially those that rely heavily on film and television advertisements. This book is suitable for middle and senior management personnel in large and medium-sized enterprises, general managers, brand directors, communication supervisors, advertising directors, brand management companies, advertising agencies, film and television companies, brand advertising research institutions, and students and teachers from relevant universities and colleges.