2-hour Brand Literacy: The "China Brand Competitiveness Analysis Report" for Entrepreneurs

Author: Deng Delong
Publisher:
Publish Date: 2005-10-01
Features: Twenty-five years ago, young Harvard professor Michael Porter shook the world with his book Competitive Strategy, earning him the title of the world's leading strategic master. Fourteen years ago, Morgan Stanley discovered the master behind the master—Jack Trout—and found that his "Positioning" concept was the source of Porter's strategic thinking. In 1996, Porter published his definitive work What Is Strategy in Harvard Business Review, emphasizing that "strategy is about creating a position," once again captivating the world. Morgan Stanley promptly published Strategic Thinking: Michael Porter Again Sells Trout and Ries, pointing out that Trout was the strategist superior to Porter. In 1998, Porter cautiously admitted in his book Competitive Advantage that the true driving force behind his strategic thinking came from "Positioning." This book is a joint lecture by the author and the "father of Positioning," Trout, held in China. It explains the theory of Positioning and brand competitiveness in detail to entrepreneurs, using specific Chinese cases to vividly interpret the world's top business strategic thinking. This is the first book in China to spread as a "pamphlet" and was revered by middle and senior management of thousands of enterprises before being formally published. This book is the first systematic release of an analysis report on the brand competitiveness of Chinese enterprises, revealing the profound crisis faced by top Chinese enterprises in their brand strategy and proposing a way to break through with Positioning. The essence of Positioning is a competitive concept. By creating a clear differentiation from competitors and proposing an opposite value proposition, it expands one's own standards to build a strong brand. In the increasingly fierce Chinese market and even the global market, Positioning is the core technology for enterprises to build brands and establish competitive advantages. The book provides a detailed analysis of the principles of Positioning, proposes three methods of Positioning, and specifically offers three paths for Chinese enterprises to go global. Additionally, the book provides a detailed analysis of six brands that have succeeded through Positioning and offers a dedicated discussion on how nations and regions should position themselves.