Download Here the PDF “Brand As a System: the Local Meets the Global”
Brand as a System: The Local meets the Global Fang Wan, Ph.D. Professor of Marketing Ross Johnson Research Fellow Asper School of Business University of Manitoba, Canada The 5th International Research Symposium on Branding in Emergent Markets, Dec 10, Nanjing 万方 Fang Wan, Ph.D. 万方博士, ,博士导师 品牌中国规划院理事(国家级智库),品牌思为俱乐部联合创始人 Director of International Executive Program, 国际高管培训项目总监 Professor of Marketing 市场营销教授 Ross Johnson Research Fellow 罗斯约翰逊研究员 Asper School of Business艾斯伯商学院 University of Manitoba, Canada 加拿大曼尼托巴大学 希伯来大学,泰国UTCC,中欧商学院,新加坡国立,南洋理工,清华,香港中文, 香港理工,河北理工,陕西理工,西南财大,讲座, 客座海外教授; Hebrew University,. UTCC Thailand, CEIBS, National University of Singapore, Nanyang Technological University, Hong Kong Polytech University, Qinghua, Chinese U of Hong Kong, Hebei Technological University, Shannxi Technological University, SWUFE, Managerial Hat . Brand China Planning and Strategy Institute 品牌中国规划院理事,海外部长,中国 . Executive Committee Member of Einstein Legacy Project 爱因斯坦品 牌执行董事, 以色列 . Founder, Book Club of Chinese Chamber of Commerce, 加拿大 华商会读书会创始人 . Co-founder, Fella Club, 成都FELLA学社联合创始人 . Co-founder, Branding Thought and Action, 品牌思为俱乐部联合 创始人,清华大数据协会 我的穿梭 My Journey 品牌实战 品牌理论 Brand Practice Brand Theory 品牌实战家 品牌学者 Coach Researcher 西方 中国 China West 世界 Global Interbrand: Top 100 Global Brands 2015 5 6 7 8 Part of My job during the past few years: Decoding/coaching Learning/imitation/emulation/Innovation 9 洞见 insight 真相 truth 开脑洞 open up mind 新的视角 new 多元视角 diverse perspectives 整合,运用, 落地 My Integrate, landing Intentions: 执行,跟踪, 反思 我的框架 Execute, track, reflect Three Anecdotes Emulation Imitation Learning of what? 11 Dove Real Beauty Models Functional Defining Debunking Self Evolution of Beginning Beauty Myths Acceptance Evolution Authentic Happy Me: Dove Ideal Me: Mainstream 99% 14 What branding is NOT? 15 Visible and Invisible Facets of Branding Brand artifacts: Customers Visible e.g., logos, graphics, Choice/purchase Marketing tactics Internal brand Employees: processes: their endorsement corporate culture Invisible Drivers Mindset of leaders: Brand Soul: long vs.
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