Brand Alchemy

Author: Qian Gaoyuan
Publisher:
Publish Date: 2006-07-01
Features: Nowadays, more and more enterprises are shifting their focus from brand awareness to leveraging brand strategy to enhance competitiveness. They are increasingly recognizing the role brands play in business operations. Therefore, whether it's domestic companies, foreign companies, or multinational corporations, they are all striving to build renowned brands with unwavering effort. This book aims to provide Chinese enterprises with some brand management concepts that can serve as references, helping our local brands gain insights and avoid detours as they embark on the path of internationalization. At the same time, it offers thought-provoking topics for brand owners of small and medium-sized enterprises, enabling us to develop a comprehensive understanding of brands. As a "brick" to spark further discussion, we sincerely hope that the Chinese market can move beyond short-term gains and allow the principles of a well-regulated market economy to flourish.