| Description |
1 online resource (245 p.) |
| Contents |
Cover -- Half-Title -- Title -- Copyright -- Dedication -- Contents -- List of figures -- Foreword -- Preface -- Acknowledgments -- A note from my daughters -- 1 Welcome to the Age of "Disruption" -- Threat or opportunity? -- The digital revolution and purpose-driven marketing -- E-commerce × China = Ultimate disruption -- Post-COVID-19: Brand revival -- A brand-builder's perspective -- Terence Ling, TBWA HK -- Case study -- UCO: Finding a strategic position in the new ecosystem -- Notes -- 2 Connecting a disconnected world -- The new market equilibrium -- Evolution of media |
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Evolution of marketing -- Evolution of consumers -- Evolution of brands -- A brand-builder's perspective -- Prof. David Tse, The University of Hong Kong -- Case study -- Chow Tai Fook Jewellery Group: Multi-brand strategy for offensive and defensive marketing -- Notes -- 3 Essence of branding -- Defining "brand" today -- Value of brands -- From product to brand -- Every brand has its DNA -- The good, the bad, and the ugly -- Major brand-building pitfalls -- Aging brands and brand rejuvenation -- Protecting your most valuable asset -- Corporate branding and CEO branding |
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Destination branding, NGO branding, and personal branding -- Insights on branding from Global Leaders -- A brand-builder's perspective -- Kanie Siu, Plan International (HK) -- A brand-builder's perspective -- Chong Got, Dah Chong Hong Holdings -- Case study -- Memorigin tourbillon watch: Taking a local brand to a global stage -- Notes -- 4 The rise of disruptive brands -- Airbnb -- The best hotel may not have a bellboy -- Uber -- You don't need a taxi, you need a lift -- WeWork -- Sharing a dream is more appealing than sharing an office -- iPhone -- Taking gorgeous pictures without a traditional camera |
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10 common characteristics of disruptive brands -- From five to nine competitive forces -- A brand-builder's perspective -- Kent Wertime, Ogilvy & Mather Asia Pacific -- Case study -- Hotel Madera: Why check into a hotel room when you can check out the local community? -- Notes -- 5 Branding redefined -- Big data and big branding -- Branding: Science or art? -- Brand virtue -- A brand-builder's perspective -- Eliza Wong and David Qing, MaLogic -- Case study -- Canon: Experience or quality -- What matters more? -- Notes -- 6 The 10 Cs of Sustainable Branding -- From micro to macro analysis |
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From staying in tune to staying in touch -- From customer to competitive analysis -- From role to customers to role to society -- Implementing the 10 Cs -- A brand-builder's perspective -- Wilson Chan, MaddTech Consortium -- Case study -- Carlsberg: Probably the best case of beer marketing in the world -- Notes -- 7 From micro to macro analysis -- Corporate -- brand is culture -- Context -- brand is trends -- A brand-builder's perspective -- TK Wong, TKMW Creative -- Case study -- LKK: A brand that never ages -- Notes -- 8 From staying in tune to staying in touch -- Connection -- brand is meaning |
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Communication -- brand is dialogue |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
9781317623014 |
|
1317623010 |
|
