Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopZhao Ming, Chairman (Founder) of Jiangda Design and Communication OrganizationBringing courses to participants"The Presentness of Brands.".
Chairman Zhao explained the positioning and evolution of brands in the modern market, emphasizing the interaction between manufacturing, information, media, channels and consumers, as well as the importance of information and product feedback. He introduced the transformation of marketing theory from positioning theory to integrated marketing to organizational marketing, pointing out the change of market players from "informing widely" to on-site information interaction to online competition.
Taking Chinese liquor as an example, Mr. Zhao analyzed brand development in different times and emphasized the importance of value experience and emotional feedback in brand building. Through the successful case of the "Ma-You" brand, he illustrated the brand's strategy, including the selection of the target group, the redefinition of the brand's appeal, and the method of shaping the brand's value through the Internet. He also emphasized the importance of brand space and demonstrated the process of branding through the cultural resource excavation of Wuxi Xiaolouxiang, highlighting the brand rights and advantages.
During the interactive session, the participants had further discussions with Chairman Zhao on their own projects, and Chairman Zhao gave patient answers one by one.
Introduction of experts
Director of the Wuxi 530 Plan, chief brand consultant of Wuxi City, member of the Academic Committee of Visual Design Research of the China Academy of Art, presided over the planning and design of gifts for the World Expo in Shanghai, lecturer of the Forum on Shaping City Culture organized by the Zhejiang Provincial Party Committee Organization Department, judge of the Beijing 2008 Olympic Games Poster Design Competition, and planner of the Olympic Games culture. Member of the expert group of the "Beijing 2008" Olympic visual image design and communication research (key project of the Ministry of Education), member of the expert group of the "Beijing 2008" Olympic visual image design and communication research (key project of the Ministry of Education), member of the expert group of the "First Suzhou Businessman High-level Committee" organized by the Jiangsu Provincial Government Presided over the planning of the Jiangsu Provincial Government's "First High-level Forum of Suzhou Businessmen" and served as a member of the expert team.
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