Brand Measurement and Improvement -- From Model to Execution

Author: Wang Haizhong
Publisher:
Publish Date: 2006-03-01
Features: Through consumer interviews, surveys, modeling, and validation processes with brands such as IBM, Dell, Lenovo, Pantene, and Sony, the author meticulously portrays the brand landscape in the minds of Chinese consumers. By combining years of experience in brand research and consulting, the book innovates on the world-renowned Keller and Aaker brand models, offering a comprehensive, fresh, and in-depth analysis of the mysteries of branding in the Chinese market. The book presents a brand power indicator system derived from consumer surveys and its predictive power on market revenue. The author provides important advice for foreign and domestic brands marketing in China, such as adhering to quality, relying on "organizations," leveraging strong "endorsements," fostering relationships, balancing visibility and reputation, and avoiding arrogance for the powerful or cunning for the weak. This book represents the latest advancements in domestic brand theory and offers actionable guidance for brand operations in the Chinese market.
At a time when Chinese enterprises have yet to complete brand professionalization, some outstanding companies like Haier and Lenovo have already begun expanding globally by acquiring Western and European brands to establish international brands. This has drawn attention from both academia and industry in China to brand internationalization, brand assets, and their measurement. From the perspective of brand asset management, the book proposes the integration of three major brand asset measurement models prevalent in international marketing, based on their inherent logical relationships. This book is suitable for university students and faculty in relevant fields, as well as marketing professionals in businesses.
At a time when Chinese enterprises have yet to complete brand professionalization, some outstanding companies like Haier and Lenovo have already begun expanding globally by acquiring Western and European brands to establish international brands. This has drawn attention from both academia and industry in China to brand internationalization, brand assets, and their measurement. From the perspective of brand asset management, the book proposes the integration of three major brand asset measurement models prevalent in international marketing, based on their inherent logical relationships. This book is suitable for university students and faculty in relevant fields, as well as marketing professionals in businesses.