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管理学系列Seminar（9）
发布时间：2010-04-14
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Title: Brand management and Global marketing
Speaker: HSIANG CHUN HSIEH
Time: 04/19/2010 Monday 15:00~17:00
Location: 主楼B524
Abstract:
Successful brands create greater customer loyalty and as a result, higher profit. This is even more apparent during an economic downturn, when consumers continue to purchase the brands they really value and trust.
All successful brands first develop and maintain the highest product quality standards. For example, BMW has become an extremely powerful, fashionable brand. However, this has only been achieved as a result of consistently high levels of product quality, the foundation of all successful brands. Advertising and other marketing promotions will never build a brand without consumer trust in product quality.
Consumers, especially Chinese consumers, are increasingly brand-focused. Research shows that consumers select only a few brands from which to choose within a product category rather than consider product features first. Some of recent research with Chinese mobile phone consumers reveals clearly that they do not identify first the most desirable mobile phone features, such as Internet access, speed and camera, and then consider brand alternatives. Instead, Chinese consumers ring-fence only those brands considered acceptable, such as Nokia, Samsung, and then begin their decision making focusing only on these acceptable brands.
謝祥均HSIANG-CHUN HSIEH,male,Doctor of Business Administration,Assistant professor of Taipei business university,TAIWAN.Vice President of BACERA INVESTMENT FIRM,USA. Research field : Brand management,Global marketing and International finance.