Brand Management: A New Course Series for the 21st Century

Author: Yu Mingyang, Jiang Wei (editors)
Publisher:
Publish Date: 2006-12-01
Features: This book is China's first systematic textbook with specialized characteristics. It begins with the conceptual definition of brand management, defining and analyzing brands and brand management. On this basis, it comprehensively and systematically elaborates on macro brand strategies to micro brand techniques, from the main brand managers to the brand audience, from general brand management to individual differences in brand management across various fields. It particularly provides an in-depth analysis of the different stages of brand growth and development, summarizing and refining various patterns from the initial stage of brand establishment, the growth stage, the maturity stage, to the post-maturity stage. At the same time, it looks ahead to the new characteristics of brand management in the e-era global context. The entire book has a complete system, rigorous structure, clear hierarchy, and fluent language. It serves as an excellent learning textbook and also introduces theoretical innovations in many fields, making it a must-read for the brand management industry.