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Chinese Advertising Practitioners’ Research on Brand

Author: WangDengShuo
Tutor: HuXiaoYun
School: Zhejiang University
Course: Communication
Keywords: Advertising in China Research on Brand <China Advertising> <Modern Advertising>
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 367
Quote: 1
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Abstract


Many famous marketing scholars have agreed on the opinions of "the battle of marketing is brand’ s competition" and "21 century is Brand’ s century" . Brand is very important to modern corporations. Since the 1980s, the advertising in China has done the research on the Brand, and given the suggestions to Brand’ s activity. "Brand" is the most popular word in <China Advertising> and <Modern Advertising>. We will analyze and sum up the research direction and Brand focus, in order to give the guidance to our country’s brand research and activity.The article makes two magazines as analyzed text and analyzes the articles which have brand keyword in their titles. About ten thousand articles’ titles are analyzed, and 640 articles’ titles are chosen to be the texts. The article totally abstracts 28 brand keywords, and describes general situation and change of the keywords.First, Advertising in China has paid more attention to brand; Second, brand focus changes between 2000 and 2007; Third, advertising in China innovates on brand research; Forth, advertising in China integrates theory with practice; Fifth, brand research gives direction to brand practice; Sixth, brand research is more rational; Seventh, there are many problems on translation; Eighth, advertising needs more depth research on brand.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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