陳志輝教授:「建立成功品牌之策略」| Professor Chan Chi Fai Andrew on "Strategies for building successful brand image" скачать в хорошем качестве

陳志輝教授:「建立成功品牌之策略」| Professor Chan Chi Fai Andrew on "Strategies for building successful brand image"

面對市場激烈的競爭，企業除了要提升服務質素外，亦需要積極部署品牌策略，才可從巿場中脫穎而出，令業務得以持續發展。在講座上，陳志輝教授介紹了重要的品牌概念及理論，以及建立品牌形象的策略性議題。品牌不僅是一個標誌或名稱，從受眾的角度，它其實代表公司的整體特性。因此一個成功的品牌對企業的發展非常重要。但是，建立成功品牌形象是一個非常艱辛的項目。因為在建立過程中，充滿挑戰，成功的品牌必須要通過這些挑戰，才可以構建出它的獨特性，從而建立與眾不同的定位。陳教授亦會探討如何制定品牌策略，以應付現時及未來的挑戰。 In the face of intense competition, companies need to actively deploy branding strategies in addition to improving service quality. This will help them stand out in the market and realize a sustainable development. During the lecture, Professor Chan introduced important concepts and theories in branding and identified key strategic issues for building brand image. A brand is not just about logo or a name; it represents complete business identity. Therefore, a successful brand is vital to the company’s development. However, building a successful brand image can be a very difficult task due to the challenges in the process. Companies must tackle the challenges to develop its unique image and identify a distinctive position. Professor Chan also discussed how to map out branding strategies in order to meet present and future challenges.