Breaking Out: The Strategic Path of Universal Branding

In today’s fast-paced consumer landscape and amidst a sea of fragmented information, customers are bombarded with choices, leaving transitioning companies and marketers feeling more lost than ever. How can one sift through the chaos to uncover timeless patterns and create truly valuable brands?

With over two decades of experience in brand marketing, Le Jianfeng focuses on the essence of the "common path," laying out the route for the strategic evolution of brands across sectors and disciplines. By emphasizing the discovery of core forces, creation of hit products, development of symbols, and harnessing of collaborative creation, this book systematically brings together the humanistic, artistic, and technological strands that form the backbone of branding. This book aims to reshape the energy and value curve of brands and will serve as a guiding light for enterprise branding endeavors.

Regardless of whether you’re a startup, a cutting-edge venture, or an established entity, this book offers both theoretical insights and practical nuance, inspiring the revitalization of brands through meaningful boosts in brand wealth and market value.

Le Jianfeng is the chief researcher at the Research Institute of Brand Sciences, Zhejiang Wanli University. He is also the founder of the Shanghai Zhongxin Gongtong Brand Consulting Agency and serves as a distinguished expert at the Shanghai Urban Renewal Research Association, an expert member at National Brands Project, Xinhua News Agency, and the visual chief planner for the National Brand Program at CCTV.