"Four Disciplines" for Building an Excellent Brand- Xinhua News Agency Interviewed Professor Wang Haizhong of Our School

The theme of 2021 China Brand Day event is "China Brand-World Sharing, Gathering Strength for Double Cycles, Leading New Consumption". Professor Wang Haizhong of the School of Business, Sun Yat-sen University and Director of the China Brand Center (CBC), said in an interview with Xinhua News Agency that to build an excellent brand requires "Four Disciplines".

"The first is internal improvement - seeking the roots and keeping the right direction; the second is external improvement - consolidating the foundation and strengthening the market; the third is internal and external improvement - brand extension and value multiplication; the fourth is "cultivating" time - the brand is evergreen as time goes by." Professor Wang Haizhong said.

"A brand that has become stronger over time requires continuous innovation while conserving and firming its direction. In this way, the brand will continue to be glorious and glamorous over time. Although many enterprises in Chinese market still have deviations in their brand perception and get lost in the environment of rapid iteration, many Chinese enterprises have also set benchmarks and provided best practices for building up outstanding brands." Professor Wang Haizhong said.