Publisher's Synopsis
Introduction to Brands, as the fundamental work of the brands subjects, marks a great breakthrough in the brand theoretical research system of the world. It has entered the theory promotion phase where the systematic brand theoretical research methods and advanced brand technology are being established gradually, providing powerful theoretical support for the development of brands in all countries, industries, cities and enterprises. Reputed as the first systematic and complete work of brand science theory, the Introduction to Brands is composed of five sections including brand introduction, brand subjects, brand technology, brand culture and brand reengineering, which contain 41 articles. In the future, another 10 sub-theories will be added. The authors, Tan Xinzheng, Zhu Zerong and Yang Jinfei, are senior experts in brand science and they have devoted more than 10 years to completing the Introduction to Brands with over 500,000 Chinese characters, which has a guiding role to play in the global brand practice and development against an age of economic structure transformation and consumption up grading. Introduction to Brands is a practical achievement in terms of brand theoretical researches and practices, which has revealed the development pattern and prospect of future brand science: it has not only officially defined brand for the first time, but also confirmed the brand position in future social and economic development and predicated that brand would dominate the economic trends of various industries.
