Brand Buffet: Inventory. Segmentation. Positioning

Author: Nian Xiaoshan
Publisher:
Publish Date: 2005-01-01
Features: In this book, the founder of brand studies and the founder of master's education in brand management, Nian Xiaoshan, constructs China's first scientific, systematic, and comprehensive brand operation model. This book is based on scientific brand theory and extensive corporate consulting and practical experience, incorporating the latest international and domestic information, market research findings, competitive dynamics, future development trends, and the actual conditions of domestic enterprises. The world economy has entered a higher stage of development—the era of the brand economy. Human production methods are transforming from the industrial age to the post-industrial age, and traditional business methods will inevitably be replaced by brand economy and brand management methods. The world's focus is shifting from the Atlantic to the Pacific, and the new economic trends are forcing people to redefine and correct deeply rooted traditional business concepts and methods. A scientific brand management model is the key for businesses to unlock the door to contemporary market wealth and enter the new economic era. This brand operation model is built on the foundation of scientific brand theory, serving as a shortcut and the best choice for businesses to reach a higher level of operation. The book provides detailed explanations on target market selection, construction methods, and principles during the brand's birth stage, as well as specific operational methods for promotion and maintenance during the market engagement stage. It reveals the techniques and means for integrating brand genes and intangible resources, creating intangible capital, and accumulating intangible assets. It is a comprehensive and systematic brand operation model covering the entire process of how to create, promote, and maintain a brand. The publication of this book will provide a scientific operational paradigm for domestic enterprises eager to build brands but struggling to find a path. It will help end the history of the domestic market, where there is brand demand but no operational models, high enterprise-related investments with small returns, and taking wrong or detours. It will address common issues in domestic enterprises, such as redundant construction and low-level cycles. The book will strongly assist Chinese small and medium-sized enterprises in conducting scientific brand management and transformation, improving operational performance, and significantly enhancing market competitiveness. It will contribute to advancing the international brand strategies of Chinese enterprises and building China into a brand powerhouse and an economic giant. The book is concise in language, clear in structure, and suitable for readers and learners in the business community. In some more obscure chapters, case studies are used for explanations, making complex concepts simple and easy to understand. This shortens the distance between learning and knowledge, creates a humanized learning interface, and allows brand operation knowledge to reach the readers' minds directly. This is a distinctive feature of the book and one of the goals pursued by the author. The book has a broad readership and can be used by professionals in the business community, consulting industry, advertising industry, government decision-making departments, faculty and students of universities, and various levels of entrepreneurs for reading and research.