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This book is a sequel to the author's book, "7 R’s for Brand Success." In addition to applying the 7 R’s corresponding to the seven dimensions of brand transformation, this book also systematically debunks the myths of brand thinking, sorting, planning, creation, operation, management, and execution. The seven steps of brand building include brand research and evaluation, brand DNA core elements (brand story), brand positioning and brand strategy, brand innovation, brand design, brand system planning, and brand marketing. There are seven key processes, seven important divisions of labor, seven decisive factors, and seven difficult journeys to success. There is no shortcut to brand success. If you can follow the above seven steps step by step, you can establish a solid foundation for stable growth of your brand.
- AuthorCharles Ng
- PublisherWanli
- Publication Date2020
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A brand is not just a name, a graphic, a logo, a product, or a service. It is a set of "intangible values", with overall impressions and expected experiences in the minds of consumers. Therefore, a strong brand is a living, vivid, rich, complex, and powerful product system with strong charm and appeal. The value of a brand is rooted in the relationship between the brand and the consumer. Without consumers, there is no brand. An excellent brand can bring infinite benefits to consumers: to help customers deal with product or service information, to reduce shopping risks, to make purchasing decisions easier, to establish long-term relationships with products or services, to define quality and guarantee reputation, to create different values and differential impressions... A successful brand is the sum of quality management, quality, character, behavior, evaluation, tasting, and tasting. Then deduct exaggerated claims and bragging; minus falsehood, loss of color, loss of profit, loss of trust, error, distortion, and disappointment. Multiply it by emotion, sensation, feeling, perception, and gratitude. As the competition becomes increasingly fierce, products must differentiate themselves from others. The purpose of introducing an identification system and brand concepts is only one way to do so, which is to establish a link between a brand and their needs among consumers. Like a person, a company craves a fresh and visually appealing image that reflects its internal values. Image needs updates to reflect the organization's awareness and concepts. This is an era of rapid transformation in institutional image, and it is time for government agencies, industries, businesses, small and medium-sized enterprises, manufacturers, century-old brands, and new and old brands to be reborn.
- AuthorCharles Ng
- PublisherWanli
- Publication Date2019
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