Chinese Brand. Management Chapter

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-08-01
Features: Following the eras of advertising power and marketing power, the Chinese market has now fully entered the era of brand power. From [making products] to [building brands], from [Made in China] to [Created in China]! In China, the vast majority of enterprises have products but lack brands. Chinese enterprises must grasp this modern marketing weapon—brands—to build their own strong brands, revitalize national industry, and achieve the great rejuvenation of the Chinese nation. This book covers topics such as brand identity recognition, brand strategy models, brand personality shaping, brand positioning, brand gene setting, and brand loyalty cultivation.