Brand Management

Author: Yu Mingyang Jiang Wei
Publisher:
Publish Date: 2006-12-01
Features: This book is the first systematic textbook in China with a monograph-like nature. It begins with the conceptual definition of brand management, defining and analyzing brands and brand management. On this basis, it comprehensively and systematically elaborates on macro brand strategies to micro brand techniques, from the main brand managers to the brand audience, from generic brand management to individual differences in brand management across various fields. It particularly provides an in-depth dissection of the different stages of brand growth and development, summarizing and refining various patterns from the initial stage of brand establishment, the growth stage, the maturity stage, to the post-maturity stage. It also looks ahead to the new characteristics of brand management in the e-era global context. The entire book has a complete system, rigorous structure, clear hierarchy, and fluent language. It serves as an excellent learning textbook and has made theoretical innovations in many fields, making it a must-read for the brand management industry.