Brand Experience: Growth of Value and Relationships

Author: Yang Donglong, Editor-in-Chief
Publisher:
Publish Date: 2005-01-01
Features: What is a brand? Is it a sign or a symbol, or something that conveys a tangible image to consumers' minds? To clarify the various misconceptions in current brand research and practice, this book takes readers on a magical and magnificent brand journey, offering a relaxed and enjoyable learning experience. As a newly emerging work in the field of brand research, this book pioneers the concept of "Brand = Value Relationship." It reveals that the key and essence of building a brand lie in creating value and relationships that consumers can recognize through experience, and based on this, it provides a comprehensive set of brand solutions. Building a brand is equivalent to creating value and relationships! Whether from the perspective of a company, understanding a brand as a product, trademark, distinguishing symbol, or the meaning conveyed by symbols, or from the perspective of customers, interpreting a brand as everything a consumer thinks of when encountering a symbol, there may be significant flaws: the former sees the transmission but overlooks the reception and action; the latter sees the reception but overlooks the impact of transmission and the results of action. The popularity of these inappropriate brand concepts has led to the current clamor in China about "building brands" and "creating famous brands." A brand is not built to be seen or heard; rather, it is built to enable a company to grow through relationships and value. Although we acknowledge that "all roads lead to Rome," when it comes to building a brand, where is "Rome"? Which path can lead to "Rome" the fastest"? This book is written to solve these two puzzles. From a completely new perspective, it paints a realistic picture of the "road to building a brand." Whether you are a brand beginner, enthusiast, practitioner, or expert, this book is absolutely worth reading! Additionally, the innovative interactive format of this book will make your reading experience even more enjoyable!