BRAND brand management

Author: Li Ye
Publisher:
Publish Date: 2004-08-01
Features: This book takes enterprise behavior and stakeholders as the focus, discussing the basic concepts, connotations, and functions of brands. Based on brand equity as the theoretical foundation and the process of creating, maintaining, and developing brands as the main thread, it systematically introduces the fundamental theories and practical methods of brand management. The book references internationally renowned works on brand management, incorporates the views of many domestic scholars and critics, and also integrates the authors' insights into brand management theory and years of teaching experience. In summary, the book has the following characteristics: 1. Emphasizes fundamental theories with a reasonable system, reflecting the latest developments in marketing theory; 2. Is close to practice and engaging in form; 3. Follows teaching principles, making it convenient for both teaching and learning. This book can be used for teaching undergraduate and associate degree students in the "Brand Management" course, as well as for training business and management personnel and reference in daily practice. Given that brand management theory is still evolving and there are differing views in academia, writing a textbook that is comprehensive and draws from various sources is indeed challenging.