The corporate branding development is a full-scale and comprehensive process, and includes personnel development on the internal side and brand image buildup on the external side for a company, said Professor JIANG Qingyun, chair of Department of Marketing in School of Management, Fudan University.

        Professor JIANG was speaking at a lecture which was focused on “Branding excellence – corporate practice in China” on April 15 at an academic forum in the school.

        The two-hour speech was packed with numerous cases and relevant data on branding evolution in the circle of Chinese enterprises.

        Professor JIANG shed spotlight on three main tasks confronting Chinese entrepreneurs in regard to brand development, that is, to build up brand identity, to emphasize brand assets, to hone up on brand advantage.

        He also touched upon such issues like the Olympic Games and World Expo which might be leveraged to help escalate the brand value of enterprises.

April 22, 2008