Decoding Branding: A Complete Guide to Building and Revamping Brands in the Age of Disruption

Description

Cover Half Title Title Page Copyright Page Dedication Table of Contents List of figures Foreword Preface Acknowledgments A note from my daughters Chapter 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 Chapter 2 Connecting a disconnected world The new market equilibrium Evolution of media 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 Chapter 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 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 Chapter 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 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 Chapter 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 Chapter 6 The 10 Cs of Sustainable Branding From micro to macro analysis 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 Chapter 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 Chapter 8 From staying in tune to staying in touch Connection – brand is meaning Communication – brand is dialogue Contact – brand is experience A brand builder’s perspective – Edward Bell, Cathay Pacific Airways Case study – FANCL: Total marketing strategy for a beauty brand Notes Chapter 9 From customer to competitive analysis Customer lifestyle – brand is a way of life Competitive advantage – brand is relative Customization – brand is fluid A brand builder’s perspective – Ruthia Wong, Mead Johnson, RB Case study – Pizza Hut: Pursuit of excellence, not technology Notes Chapter 10 From role to customer to role to society Convergence – brand is to play a role in the user’s life Community – brand is to play a role in the community A brand builder’s perspective – Michael Chan, Hong Kong Institute of Marketing Case study – Green Monday: Starting a movement with global impact Notes Chapter 11 The 4E Brand Management Process Brand evaluation Brand enforcement Brand engagement Brand enhancement A brand builder’s perspective – William Leung, Legal Aid Services Council Case study – SmarTone: Be smart when serving customers Notes Conclusion: The magic and logic of branding Values + added values Tangible + intangible Mind + heart Incentives + reasons Feel good + feel right Science + art Instant + lasting Left brain + right brain Beginning + discovery Appendix I: List of key branding principles Index