Brand Samzang - A Localized Brand Perspective in China

Author: Liu Junsong
Publisher:
Publish Date: 2006-01-19
Features: "The Three Treasures of Branding" – What kind of book is it? It’s a book about the essence of branding, a book about brand thinking. If we can be a bit ambitious, it should also address the following three aspects. , it should be a practical and user-friendly book. "Practicality" lies not only in it being a usable tool but also in it being a usable method and usable philosophy. It aims to solve practical problems in brand management, offering operability and feasibility, telling us what a brand is, how to build a brand, where it comes from, and where it is going. Therefore, this book does not focus on citing practical cases but rather elaborates on the relationship between brand management and cases, transforming the philosophy of brand management into usable methods. The words convey the essence vividly, allowing readers to understand and grasp the concepts effortlessly.
Secondly, it should be a book that is easy to understand and communicate. Throughout the history of human civilization, words and books exist to facilitate communication and understanding. Any cultural essence that lacks an appropriate communication method is difficult to comprehend or pass on. We observe academic education: a knowledgeable professor may not necessarily be a popular one, and classic management theories may not necessarily be widely disseminated doctrines. Why is this? Communication exists to facilitate understanding and application, requiring expression in ways that are easily accepted and understood by people. Some academic theories may have excellent frameworks and be well-structured, but understanding them can be difficult. Why is this? For example, when children learn arithmetic, abstract operations like 1+1 can be hard for them to grasp. But remember, when adults ask, "You have one ice cream stick, and your uncle is giving you another. How many do you have in total?" Children can quickly answer, "You have two sticks." So, communication is an art. When we use logical statements to describe something, we must not only consider logic itself but also the familiarity of the audience with the communication method. We can only communicate more effectively using elements that people already understand and are familiar with. Therefore, I hope this book is easy to communicate, using familiar things to express the philosophy of brand management. For example, when discussing marketing with someone who doesn’t understand it, explaining how to satisfy customer needs might seem abstract. But if you say, "Marketing is like falling in love with someone because you love them, so you want to get closer. You need to understand their hobbies, who they like and dislike, and then take action to prove you are the person they’ll fall for." This approach to marketing might be easier to understand. So, this book will use familiar things to express its ideas, and I hope it is an easy-to-understand book.
Thirdly, I hope it is an insightful book. Too many books are produced and abandoned, leaving few that are worth remembering after reading. How many books do we truly remember? Even a profound sentence or two. And yet, the books that leave a lasting impression on us are even rarer. This book will be an easy-to-understand book, but it will not be one that is superficial or trivial. While it discusses branding, it is not just about branding. On the surface, it presents theories, yet it appears to "desecrate classics" and seems playfully irreverent. Behind the facade is a calm explanation of how to master the essence of branding. I hope reading it will reveal some profound insights, offering depth and clarity that leave readers pondering long after.
This book explores the philosophy and mindset of mastering brands, solving practical problems in brand management. It covers seven parts: "Unanimous Voice, Action and Intent Alignment, Consistency, The Three Treasures of Branding, Reflection, and the Tool Dictionary."