-About this book

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.

-CONTENTS

Preface xix

1- Welcome to the age of “disruption” 1

Threat or opportunity? 2

The digital revolution and purpose-driven marketing 4

E-commerce × China = Ultimate disruption 7

Post-COVID-19: Brand revival 12

A brand-builder’s perspective – Terence Ling, TBWA HK 15

Case study – UCO: Finding a strategic position in the new ecosystem 20

Notes 23

2- Connecting a disconnected world 26

The new market equilibrium 27

Evolution of media 28

Evolution of marketing 34

Evolution of consumers 37

Evolution of brands 39

A brand-builder’s perspective – Prof. David Tse,The University of Hong Kong 41

Case study – Chow Tai Fook Jewellery Group: Multi-brand

strategy for offensive and defensive marketing 43

Notes 49

3- Essence of branding 50

Defining “brand” today 50

Destination branding, NGO branding, and A brand-builder’s perspective – Kanie Siu,

A brand-builder’s perspective – Chong Got, Case study – Memorigin tourbillon watch: Taking a local Value of brands 54

From product to brand 55

Every brand has its DNA 56

The good, the bad, and the ugly 57

Major brand-building pitfalls 59

Aging brands and brand rejuvenation 64

Protecting your most valuable asset 66

Corporate branding and CEO branding 71

personal branding 73

Insights on branding from Global Leaders 76

Plan International (HK) 80

Dah Chong Hong Holdings 83

brand to a global stage 85

Notes 89

4- The rise of disruptive brands 92

Airbnb – The best hotel may not have a bellboy 92

WeWork – Sharing a dream is more appealing iPhone – Taking gorgeous pictures without a

A brand-builder’s perspective – Kent Wertime, Ogilvy &

Case study – Hotel Madera: Why check into a hotel room Uber – You don’t need a taxi, you need a lift 95

than sharing an office 97

traditional camera 98

10 common characteristics of disruptive brands 100

From five to nine competitive forces 102

Mather Asia Pacific 105

when you can check out the local community? 108

5- Branding redefned 114

Big data and big branding 115

A brand-builder’s perspective – Eliza Wong and Case study – Canon: Experience or quality –

Branding: Science or art? 118

Brand virtue 119

David Qing, MaLogic 122

What matters more? 125

Notes 130

6- The 10 Cs of Sustainable Branding 131

From micro to macro analysis 132

A brand builder’s perspective – Wilson Chan,Case study – Carlsberg: Probably the best case of beer From staying in tune to staying in touch 132

From customer to competitive analysis 133

From role to customers to role to society 133

Implementing the 10 Cs 133

MaddTech Consortium 137

marketing in the world 138

Notes 141

7- From micro to macro analysis 142

Corporate – brand is culture 143

Context – brand is trends 144

A brand builder’s perspective – TK Wong, TKMW Creative 153

Case study – LKK: A brand that never ages 156

Notes 159

8- From staying in tune to staying in touch 161

Connection – brand is meaning 162

A brand builder’s perspective – Edward Bell, Case study – FANCL: Total marketing strategy for Communication – brand is dialogue 164

Contact – brand is experience 169

Cathay Pacific Airways 172

a beauty brand 175

Notes 184x Contents

9- From customer to competitive analysis 185

Customer lifestyle – brand is a way of life 187

Competitive advantage – brand is relative 188

Customization – brand is fluid 189

A brand builder’s perspective – Ruthia Wong,Mead Johnson, RB 191

Case study – Pizza Hut: Pursuit of excellence, not technology 192

Notes 196

10- From role to customer to role to society 197

Convergence – brand is to play a role in the user’s life 199

A brand builder’s perspective – Michael Chan, Hong Kong

Case study – Green Monday: Starting a movement with

Community – brand is to play a role in the community 200

Institute of Marketing 202

global impact 203

Notes 209

11- The 4E Brand Management Process 210

Brand evaluation 212

Brand enforcement 214

Brand engagement 215

Brand enhancement 217

A brand builder’s perspective – William Leung, Legal Aid Services Council 217

Case study – SmarTone: Be smart when serving customers 219

Notes 221

Conclusion: The magic and logic of branding 222