Here is the translation of the given content into English: "Brand asset accumulation eighteen methods"

Author: Feng Guoying, Lin Shengliang
Publisher:
Publish Date: 2006-10-01
Features: A successful brand must consistently convey its functional and informational values to consumers in a unified manner, thereby stimulating their desire to purchase. This book is part of Xiamen University's Advertising Professionals Series and adopts an MBA-style practical approach to analyze the growth stages of brands, such as the conception, introduction, growth, and maturity phases. It examines the long-term clients served by Tianjin Advertising Company, including well-known Chinese brands like Midea, TCL, and Haier, while also offering insights into domestic and international case studies from an industry perspective. The book introduces eighteen techniques, exploring localization strategies that align with China's context and establishing the most effective brand-building principles. Brand Equity (BrandEquity) is a company's most valuable intangible asset, and brand equity valuation has become a focal point. Internationally, two authoritative institutions release global brand assessment reports annually or biannually. The authors, with extensive frontline experience in brand management, offer deep insights into the techniques for accumulating brand equity. Domestic brand practitioners have yet to fully grasp these seemingly simple yet crucial skills, leaving Chinese brands vulnerable to market fluctuations. Brands like Qinchi, Aide, G, Taiyang Shen, Asia, and San Zhu, once highly acclaimed, collapsed swiftly upon facing minor setbacks. This book aims to explore localization strategies that suit China's context and attract attention to brand theory research.