Brand Strategy of World-Famous Enterprises

Author: Yan Bingrong
Publisher:
Publish Date: 2006-01-01
Features: What exactly is a brand? The term "brand" originates from ancient Norse literature, meaning "a mark" or "a brand," which vividly conveys the essence of a brand—leaving a mark in the minds of consumers. A brand is a comprehensive and complex concept, encompassing elements such as trademarks, names, packaging, pricing, history, reputation, symbols, and advertising styles, making it a personalized entity. For businesses, what matters most is not how they are but how consumers perceive them. Successful brand building fosters consumer loyalty, trust, and adherence. Brands can leverage their market expansion capabilities to drive companies into new markets and can grow through capital operations and other means. In summary, as a weapon in market competition, brands often bring unexpected rewards to businesses. This book selects and compiles the brand strategies of 22 world-renowned multinational companies, providing detailed explanations and analyses of their brand strategies in terms of history, development, application, and positioning, revealing the secrets behind the success of global leading enterprises. Successful brand building fosters consumer loyalty, trust, and adherence. Brands can leverage their market expansion capabilities to drive companies into new markets and can grow through capital operations and other means. In summary, as a weapon in market competition, brands often bring unexpected rewards to businesses. This book selects and compiles the brand strategies of 22 world-renowned multinational companies, providing detailed explanations and analyses of their brand strategies in terms of history, development, application, and positioning, revealing the secrets behind the success of global leading enterprises.