Build brand competitiveness

Author: Wang Xueping et al.
Publisher:
Publish Date: 2006-03-01
Features: Since 1996, the authors have been dedicated to research on brand strategy and corporate core competitiveness. They have led research projects such as "The Theory and Practice of Hebei Province's Brand Strategy" and "Research on the Core Competitiveness of Large and Medium-sized Enterprises in Hebei Province" under the Hebei Province Philosophy and Social Sciences Planning Program, forming some preliminary insights into the issue of brand competitiveness. Based on this foundation, combined with numerous discussions from industry professionals and scholars, the book has been compiled. Starting from the basic theories of brands and competitiveness, and after understanding the brand value and its impact on competitiveness, the book analyzes the experiences of building international renowned brands, while also considering the specific conditions of Chinese enterprises. It systematically elaborates on the strategies for enterprises to build brand competitiveness from aspects such as brand positioning, brand culture, brand communication, and brand innovation.