10 STEPS to build an ASIAN BRAND

By Martin Roll

The orientation of brand management has gone through substantial changes over the last decades, and has evolved as a more integrated and visible part of the overall corporate strategy. The evolution of the brand equity concept during the 1990s, development of advanced financial brand valuation methods and its adoption by advisors and their clients, and emergence of better brand tracking tools, have all facilitated the elevation of the branding discipline beyond the middle management and into the boardroom...

中国企业品牌新方略

By Martin Roll

习惯了低价竞争策略的中国企业，应当学会从公司战略高度审视品牌建设，并寻找适合自己的品牌有机成长道路。众多研究表明，吸引新顾客的成本比维护老顾客高出5～10倍，所以维护忠诚顾客成为经理们的首要任务之一。如今，面对日益增多的购买选择，人们渴望简单和降低风险，而品牌就能有效地降低购买风险，简化顾客的选择决策。另一方面，竞争使所有企业都在努力扩大收入和降低成本来保持利润。在这样的条件下，品牌的作用远远超过以前，成为股东价值的重要驱动因素...