Brand Growth Strategy

Author: Zhao Long
Publisher:
Publish Date: 2006-12-01
Features: The future of marketing is the war of brands. However, Chinese enterprises are still in the preliminary stage regarding their understanding and mastery of brands, lacking systematic recognition and guidance on integrating brand development with enterprise development (or brand strategy with corporate strategy). The author points out that an enterprise's brand building cannot rely solely on advertising; what is more important and fundamental is the quality of its products and reputation. The products an enterprise can produce and the reputation it can establish depend on the resources it possesses. Based on these practical considerations, the author addresses the following questions in the book: Where is the growth potential of Chinese enterprises' brands? How can modern Chinese enterprises establish the core of brand growth? How can the growth elements of corporate brands be nurtured? How can the growth indicators of corporate brands be clarified, and the key stages in the brand growth process be grasped? In the face of today's internationalization of the domestic market, how can Chinese enterprises' product brands maintain strong growth potential when expanding overseas? Building on the latest developments in resource-based () enterprise theory and strategic management theory, the author draws on existing and latest research findings in corporate strategy, competitive strategy, corporate core competencies, and other areas of corporate development research to systematically analyze and explore the prerequisites and basic paths for the optimal growth of corporate brands. Based on this, the author proposes a brand growth strategy centered around the growth core. For this purpose, the book also studies and summarizes the growth experiences of famous domestic and international brands, as well as the current status and existing problems in the development of domestic brands. In today's China, with the entry into the WTO and increasingly fierce competition, the questions raised and solutions proposed in this book undoubtedly hold significant practical relevance and guiding value.