本书是正一堂策略机构两位创始人结合十几年广告实战经验,顺应企业渴望“品牌核变”的要求,以新视角、新观念并佐以几十个案例而形成的著作,书中提出了新品牌创建后的品牌价值维护之道,提出了品牌资产论,品牌审查论,品牌识别特征论,对于新品牌、发展品牌等不同形态的品牌采取有针对性的品牌创建 This book is a combination of two founders of strategic institutions combined with more than ten years of advertising actual combat experience, conform to the desire of enterprises to “brand nuclear change”, with new perspectives, new concepts and accompanied by dozens of cases and the book put forward After the creation of brand new brand value maintenance, put forward the theory of brand equity, brand review, brand recognition characteristics of the new brand, brand development and other forms of brand to take a targeted brand to create