2小时品牌素养: 详解王老吉成功之道

For the first time, this pioneering book analyzes and reports brand competitiveness of Chinese enterprises. It uncovers the grave crisis that Chinese first-class enterprises face in brand strategy, and accordingly, proposes solutions and practical methods. This book consists of two parts. Part One analyzes principles and three methods of brand position, and it points out three ways for Chinese enterprises to expand their brand internationally. Part Two, taking the brand strategy of Wanglaoji as an example, elaborates on the whole process of its brand-building and discusses many key issues in the practice. Considering both theory and practice, the book extensively introduces the expertise on brand-building.