New brand slogan: The winning strategy in the era of brand competition

Author: Jia Changrong, Zeng Zhaohui
Publisher:
Publish Date: 2005-12-01
Features: The Winning Strategy in the Era of Brand Competition. From an international business perspective, enterprises must gain a fresh understanding of the connotation and extension of national brands, rather than viewing them as nationalized capital, nationalized operations, or nationalized management. Many enterprises, in their stubborn adherence to these traditional concepts, have lost opportunities for development, growth, and strengthening of their national brands. China is still far from the path to becoming a "brand powerhouse," and it is quite inappropriate to call it a "brand giant" at present. Why such a bold statement? Even today, many enterprises are still unclear about what a brand truly is, especially small and medium-sized private enterprises, which are still dreaming, intentionally or unintentionally, of winning without a brand. Those who have awakened earlier have already embarked on the brand journey and achieved some results, but they still appear immature and fragile, even vulnerable and "restless." To provide readers with more vibrant brand insights and help more enterprises achieve brand innovation, the authors have made relentless efforts to incorporate their fresh brand thoughts into this book. In this book, the authors strive to present new trends, emerging ideas, new perspectives, and innovative approaches in brand operations in a practical and case-based manner, vividly showcasing them to the readers.