Branding and Selling 101 in China
Discover nuances of doing marketing in China, framework of consumer centric approach brand building and case studies.
Applicants: 61
About this course
What´s the value of having strong brand power and why so many brands make such effort on brand building? How does branding connects with sealing the deal? This course provides an overview of branding and selling in China. Some critical concepts and the benefits of building a strong brand are introduced, and the trend of adopting a consumer centric approach in brand building in the digital age is brought up through analysis of purchase decision journey traditionally and in digital age. A guideline in deciding how to position a product and design its brand is given for enterprises entering the Chinese market. In addition, a methodological framework of building a powerful brand in the digital age, with digital tools Alibaba uses to help brands increase business value in multiple corporate operations, is provided.
Note: This course is for learning purpose only and does not represent views of Tmall. To protect intellectual property rights, course videos, documents, materials, etc. shall not be downloaded, transmitted, reproduced, and quoted in any form, and shall not be used for commercial purposes.
What you’ll learn
- Critical concepts of branding and selling, and the value of building a strong brand
- Different purchase decision journey in traditional way as well as in digital age
- The trend of adopting a consumer centric approach in brand building in the digital age
- A guideline in deciding how to position a product and design its brand when entering China market with case studies
- A framework of building a powerful brand in the digital age based on the two-wheel drive
- Digital tools and methodology Tmall adopts in helping brands increase business value in corporate operations
About the instructor(s)
Aileen Shi
Senior Brand & Business Strategy Expert of Taobao & Tmall Group Brand Business Development Center Business GrowthSyllabus
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Session
1
Building Powerful Brands with Consumer Centric Approach
This session briefly introduces some critical concepts in branding and answers the question of how a powerful brand can go beyond bringing financial value for an enterprise. The different purchase decision journey in traditional way and in digital age is illustrated to suggest a consumer centric approach in building brands that are meaningful, different and salient.
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Session
2
Understanding the China Market: Key Dos and Don'ts
When entering the Chinese market, it's important for an enterprise to find its fit. This session provides a guideline in deciding how to position a product and design its brand. The cases of Anta, KFC and Budweiser are used to show how brands can be successfully built by connecting to consumers culturally and psychologically. Some easy to fall traps are also shared to show the nuances in marketing.
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Session
3
Methodology in the Digital Age: Framework and Application
With brands making the transition from traffic centric to consumer centric, Alibaba has shifted from a channel/supply chain perspective to a "consumer perspective", and from "traffic is king" to "consumer-centric". This session introduces a framework of building a powerful brand in the digital age based on the two-wheel drive, i.e., consumer life value management (CLVM) and product life value management (PLVM). Digital tools that Tmall adopts in helping brands increase business value in multiple corporate operations are introduced through analysis of CLVM and PLVM.
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Session
4
Branding and Selling 101 in China Quiz
Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.
Tel:+86 021-52301232 Email: dbic_acem@sjtu.edu.cn Address: 1954 Huashan Road, Shanghai, 200030, China PRC
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