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.