Brand Culture: Cases of Chinese and Foreign Brands

Author: Bai Guang, Editor-in-Chief
Publisher:
Publish Date: 2002-01-01
Features: This book selects nearly 200 typical cases, revealing the series of processes in the creative, development, and formation of successful brand concepts. It allows readers to savor the rich brand culture embedded within. "Brand" encompasses two meanings: "Pin" refers to items, the grade and category of commodities, as well as human character; "Pai" refers to the proprietary name of a company's products or services, essentially a trademark. The market significance of a brand lies in its attachment to a specific culture, which we call "brand cultural heritage." In the new century, people have recognized that brands, especially those with strong reputation and recognition, are the "magic talisman" for enterprises to gain competitive advantages and enter target markets. This book selects nearly 200 typical cases, revealing the series of processes in the creative, development, and formation of successful brand concepts, allowing readers to savor the rich brand culture within.