The first class of the "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta", a project funded by the National Art Fund of the Sino-German Branding Institute, was held in Beijing, China.Zhang Guohua, President of China Advertising Association and Global Vice Chairman of IAA, International Advertising AssociationPresentation of special lectures to trainees"Branding - an important vehicle for culture".
President Zhang Guohua's program begins withBrand Definition, Brand Value, Reasons for National Emphasis and BrandingFour aspects of the development. He pointed out that the brand is not only a logo or LOGO in the market, but also a comprehensive embodiment of the products that consumers choose repeatedly. The value of brand lies in image building, premium capacity and customer stickiness. The state attaches importance to brands because they symbolize the comprehensive strength of the country and meet the needs of China's high-quality development. To build China's own brand, we need to extract value from China's story through brand positioning, market research, value positioning, image shaping and marketing promotion, combined with cultural deposits.
Introduction of experts
Zhang Guohua, President of China Advertising Association (CAA), Global Vice President of International Advertising Association (IAA), Honorary President of Brand Science Research Institute of Zhejiang Wanli College, has served as Director General of Direct Marketing Supervision and Administration Bureau of State Administration for Industry and Commerce (SAIC), Director General of Advertising Supervision and Administration Bureau of SAIC, etc. During the period of serving as the Director General of Advertising Bureau of SAIC from July 2013 to November 2016, he was involved in the revision of the new Advertising Law, discussion of During his tenure as Director of the Department of Advertising of SAIC from July 2013 to November 2016, he participated in the revision and discussion of the new Advertising Law, presided over and participated in the formulation and implementation of the Interim Measures for the Administration of Internet Advertising and the Measures for the Administration of Public Service Advertisements.
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