Brand management

Author: Wan Houfen
Publisher:
Publish Date: 2006-04-01
Features: This book is divided into five parts: Brand Theory, Decision, Promotion, Loyalty, and Assets. It follows the main line of brand basic theory — brand decision — brand promotion — brand loyalty — brand asset operation. The book has a clear structure and rigorous organization, progressing from simple to complex and in a step-by-step manner. It combines a rigorous theoretical system with classic brand management cases. While introducing international experiences, it also narrates the brand management of successful Chinese enterprises. In response to the widespread adoption and impact of the internet, the book also specifically discusses the establishment, promotion, and development strategies of online brands. This book is suitable as a teaching material for universities and a reference for corporate training, as well as for high-level managers and brand management personnel. It follows the main line of brand basic theory — brand decision — brand promotion — brand loyalty — brand asset operation, combining classic brand management cases to narrate the brand management of successful Chinese enterprises.