Enterprising brand

Author: Sun Chuan
Publisher:
Publish Date: 2006-01-01
Features: Through several well-known brand cases, this book reveals what a correct brand concept is and what brand strategies and methods should be adopted for different market situations and needs. It provides help and reference for brand decision-makers, brand managers, and learners of brand theory. The book focuses on case studies rather than theoretical discussions. Consumers decide whether to purchase based on brands, and companies spare no effort to capture market share and establish product or corporate images through branding. We have entered an era where brands determine success. As suggested by the book title "Pioneering Brands," the main purpose of this book is to reveal what a correct brand concept is and what brand strategies and methods should be adopted for different market situations and needs through several well-known brand cases, providing help and reference for brand decision-makers, brand managers, and learners of brand theory. The book focuses on case studies rather than theoretical discussions. The book consists of fourteen chapters, with Chapters 1 and 2 providing theoretical overviews of brand theory and brand strategy, while Chapters 3 to 14 present twelve selected cases. Among the selected cases, there are examples of so-called latecomers like Honda Motorcycles and Sony Walkman expanding into developed markets, as well as the successes and challenges faced by globally renowned brands like Procter & Gamble's Pantene, IKEA of Sweden, and Sony Ericsson after entering China. Additionally, there are experiences and lessons from Chinese companies, such as the fast-food industry, challenging foreign brands. Moreover, the book selected brands with cultural, experiential, and character brand characteristics, such as Marlboro, Harley-Davidson Motorcycles, Starbucks, and Cool, to illustrate the diversity of brand types and strategies. The book aims to provide readers with rich textual, graphical, and visual materials for analysis and research, while also ensuring the storytelling and readability to suit readers of all levels. Regarding case analysis, the book places it in the "Case Comments" section, with a "Case Comments" section at the end of each chapter for reference. This book is suitable for corporate managers and marketing professionals, as well as readers interested in marketing theory and practice. It can also serve as supplementary reading material and teaching reference for college and graduate students, as well as for marketing educators and researchers.