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

Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.

1 Welcome to the Age of "Disruption"; 2 Connecting a Disconnected World; 3 Essence of Branding; 4 The Rise of Disruptive Brands; 5 Branding Redefined; 6 The 10 Cs of Sustainable Branding; 7 From Micro to Macro Analysis; 8 From Staying in Tune to Staying in Touch; 9 From Customer to Competitive Analysis; 10 From Role to Customers to Role to Society; 11 The 4E Brand Management Process; Conclusion: The Magic and Logic of Branding; Appendix I – List of Key Branding Principles

Royce Yuen is a marketing veteran and has more than thirty years of brand-building experience. He was formerly the Chairman of Ogilvy Southern China/Hong Kong and the HK4As. Royce is a Professor of Practice and has been lecturing on branding and communications for MBA programs across China and Hong Kong for more than two decades. Royce was awarded an Honorary University Fellowship by the Hong Kong Polytechnic University, named Scholar Marketer by the Hong Kong Institute of Marketing, and appointed Justice of the Peace by the Government of the HKSAR. He serves on several advisory committees for the HKSAR and is an advisor to the Our Hong Kong Foundation.