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

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