Harvard Brand Strategy Decision Analysis and Classic Cases

Author: Pan Helin
Publisher:
Publish Date: 2006-06-01
Features: Currently, many enterprises are devoting considerable effort to cultivating their core brands and accumulating brand value. Since China's entry into the WTO, facing the challenge of foreign brands, we have entered an era where brands reign supreme. "Harvard Brand Strategy Decision Analysis and Case Studies" is based on this point, elaborating on the practices and classic cases of excellent brands worldwide from six aspects: brand strategy decision, brand image decision, brand positioning planning decision, brand innovation decision, brand promotion decision, and brand customer service decision. It aims to comprehensively introduce the thinking, methods, and effectiveness evaluation of brand management decisions to those responsible for brand affairs, making it a crystallization of brand management wisdom and classic decision-making. The entire book is systematically thought out, integrated, and refined based on the collection of a large amount of data and information. It is rich in content, vivid in narration, accompanied by comments from relevant experts, and highly authoritative. With clear viewpoints, solid theoretical foundations, and vivid case analyses, the book explains the basic theories of corporate brand decision analysis. It is engaging and enlightening, making it an outstanding classic work in brand management decision-making.