Brand's Hard Journey

Author: Liu Yongju
Publisher:
Publish Date: 2006-01-01
Features: What is hindering the brand growth of Chinese enterprises? The author, with profound brand theory and extensive practical experience, starts by analyzing various brand misconceptions in the current market, delving into the root causes of these misunderstandings, and proposes his own perspectives and solutions accordingly. These insights hold significant meaning for enhancing the brand concepts and operational skills of Chinese marketers. At this stage, it is a critical period for Chinese enterprises to shape their own brands. Whether it is the enterprises themselves, brand experts, or media outlets, everyone has put forward their own views on how to build brands. The government also pays special attention to this issue, considering the improvement of Chinese enterprises' brand competitiveness as a key step for them to participate in international competition and achieve globalization. However, we find that many people have a superficial and one-sided understanding of brands, believing that running an ad, hiring a spokesperson, and gaining nationwide recognition are enough to build a brand. Others think that establishing corporate culture and improving after-sales service are what constitute a brand. In reality, building a brand is not something that can be achieved through a single marketing effort; it is a long-term, systematic process. The author, with profound brand theory and extensive practical experience, starts by analyzing various brand misconceptions in the current market, delving into the root causes of these misunderstandings, and proposes his own perspectives and solutions accordingly. The publication of this book will undoubtedly enhance the brand concepts and operational skills of Chinese marketers, holding far-reaching significance. Over a decade of refinement has allowed us to understand the principles of marketing. We have read many marketing books imported from the United States. When it comes to product-stage marketing, it refers to what should be done at different stages of a product's life cycle, such as introducing the product to the market and achieving goals through channels and promotion. However, in reality, the development of a product life cycle at different stages takes a long time, not just a few years to complete. Foreign theories have evolved from product marketing to 4P marketing, and then to 4C marketing.