Each lecture builds on the previous one — from defining what brands are, to managing their long-term evolution. Click any lecture to open the interactive script.
每讲内容环环相扣——从定义品牌，到管理其长期演进。点击任意讲次即可打开互动讲义。
Definitions, brand functions, what can be branded — products, people, places. Brand equity as an intangible asset.
品牌定义与功能，什么可以被品牌化——产品、人物、地点。品牌资产作为无形资产。
Open lecture → 打开讲义 →Identity vs. image, Burmann's six-dimensional identity model, brand personality and communication style.
识别与形象的区别，Burmann六维身份模型，品牌个性与传播风格。
Open lecture → 打开讲义 →Brand types (national, private label, luxury) and architecture strategies — branded house, house of brands, endorsed hybrids.
品牌类型（全国品牌、自有品牌、奢侈品牌）与架构策略——品牌之家、品牌群与背书混合策略。
Open lecture → 打开讲义 →Limbic Types (neuropsychology) and Sinus-Milieus (social environments). Big Five quiz, brand game, and persona builder.
边缘系统类型（神经心理学）与Sinus社会阶层。大五人格测验、品牌游戏与用户画像工具。
Open lecture → 打开讲义 →Positioning as competitive differentiation. Positioning statement, perceptual maps, points of parity and difference.
定位作为竞争差异化手段。定位声明、感知图、共性点与差异点。
Open lecture → 打开讲义 →The 4Ps as brand levers: product policy, luxury pricing, integrated communication, and the China ad market.
4P作为品牌杠杆：产品策略、奢侈品定价、整合传播与中国广告市场。
Open lecture → 打开讲义 →Information overload, benefit dimensions (Maslow), USP construction, consumer confusion in saturated markets.
信息过载、利益维度（马斯洛层次）、独特卖点构建与饱和市场中的消费者混乱。
Open lecture → 打开讲义 →Counterfeits, brand name adaptation, product localisation, communication across cultures, PESTLE analysis.
仿冒品应对、品牌名称本地化、产品本土化与跨文化传播。PESTLE分析。
Open lecture → 打开讲义 →SWOT for brands. Consolidation (elimination, migration, skimming, focusing) and expansion (line/category extension).
品牌SWOT分析。整合策略（消除、迁移、榨取、聚焦）与扩张策略（产品线延伸、品类延伸）。
Open lecture → 打开讲义 →Briefing for the final presentation and workshop. Project structure, evaluation criteria, and presentation format.
期末展示简报与工作坊。项目结构、评估标准与展示格式说明。
Open lecture → 打开讲义 →Legal foundations of trademark law in the USA and China. Types of marks, the strength spectrum, registration benefits, and enforcement.
美国与中国商标法的法律基础。商标类型、保护强度、注册优势与执法。
Open lecture → 打开讲义 →Compiled academic texts for all nine lectures — download the PDF or browse readings and key quotes by lecture.
九讲配套学术文献汇编——下载PDF，或按讲次浏览阅读材料与核心引文。
Pelsmacker · Burmann et al. · Aaker · SINUS · Chernev · Meffert · Goi · Johansson & Carlson
Pelsmacker · Burmann等 · Aaker · SINUS · Chernev · Meffert · Goi · Johansson & Carlson
Browse Reader & Download PDF → 浏览读本并下载PDF →Standalone interactive pages developed for Lecture 4 — explore consumer typologies in depth.
为第四讲开发的独立互动页面——深入探索消费者类型学。