Decoding Branding: A Complete Guide to Building and Revamping Brands in the Age of Disruption

by Royce Yuen

Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.

258 pages, Kindle Edition

Published May 31, 2021

Reviews

[Dada K · Rating 5 out of 5]

Decoding Branding transcends the realm of 4P brand marketing and deep dives into branding with great relevance and depth to the modern world, driven by digital disruption and unprecedented COVID-19.

Capturing the essence of both practical and academic perspectives, Dr Yuen offered unique insights for brand enthusiasts, and his diverse range of examples, especially with great insights into the Asia market, appealed to a wide range of audiences. Well-balanced with multiple dimensions, I particularly like the insightful, genuine sharings by experienced corporate leaders and brand experts through an interview approach. Well-researched and content-rich, it is a resourceful and enjoyable read!

[William Yip]

A rare book that crystalizes the essence of brand innovation from Dr. Royce Yuen, a marketing guru, together with valuable sharing from featured top entrepreneurs. Under the crashes of disruptive technology and epidemics, brands must be reshaped and interpreted to match the digital behaviors of consumers in the digital age. This book can enrich market professionals with inspiring ideas under new mindsets, to better master brand innovation from different perspectives, and to reshape competitive edges in the ever-changing environment.

Dr. William Yip