Wenmai Brand; Make Your Brand Image Unique

Author: (Japan) Akutsu Satoshi et al
Publisher:
Publish Date: 2005-06-01
Features: Context refers to the origin, sequence, and relationships. Brand context includes associations with the brand, background knowledge and information about the brand, and the consumption environment of the brand products, etc. Unique brand assets stem from unique brand context. By focusing on brand context, companies can inspire brand value and vitality by sharing brand knowledge with consumers and jointly understanding the brand's essence, thereby building a distinctive ideal brand image. The analytical framework for constructing contextual brands revealed in this book is a novel methodology in the field of brand management. The authors combine the latest knowledge management theory and strategic brand management theory, using internationally renowned brands as practical research subjects, to demonstrate this new theoretical perspective and its application techniques to readers.