Brand management

Author: Chen Zhiping
Publisher:
Publish Date: 2005-09-29
Features: Compared to other brand management textbooks, the main features of this book are:
Analyzing and observing brand phenomena from both psychological and economic perspectives, with a certain theoretical depth;
Some academic innovations, such as the cognitive-motivational-attitude 3-dimensional structure of brand equity, the economic analysis of brand equity, the relationship between brands and product levels, the backward integration channels of private labels and retailers, the scope economies of multi-brand and extended brands, potential brand equity and tangible brand equity, etc.;
Rich examples of Chinese brands, which can better reflect the practical issues of brand management in Chinese enterprises;
Attention to the use of quantitative methods, especially the evaluation of brand equity is more frequently based on quantitative analysis, enhancing the scientificity of brand management.
This book is a systematic textbook that explains the concepts, principles, and specific methods of brand management. The entire book comprehensively analyzes various issues of brand management from both psychological and economic perspectives through numerous case studies of Chinese domestic enterprises. It includes: the concept, role, and history of branding, the concept and structure of brand equity, brand image and positioning, brand design, the three means of building brand equity: brand products, brand channels, and brand communication, brand strategies for maximizing brand equity, and the evaluation of brand equity.
This book is suitable as a textbook or reference material for undergraduate and graduate students (including MBA) in economics and management at universities, as well as for business and enterprise management executives.