Decoding Branding

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, Hardcover

Published June 1, 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!

[Barbara Chiu · Rating 5 out of 5]

Really grateful for Dr. Royce Yuen’s insightful and comprehensive sharing on all aspects of branding in his book Decoding Branding. The book surely inspires and injects urgency to businesses to look forward and revolutionalize its brand promise , image, products and services to stay competitive and successful. The stories, learnings and ideas shared by the global business leaders interviewed by Roy are very powerful references for applying the dynamic branding perspectives in the age of digital disruption. What a great book to learn and be mindful of how to advance as a leader in building and revamping a brand - the promise of a business to its customers.

[Rudi Leung · Rating 4 out of 5]

There are many books about branding in the market. But there are very few books that can strike a balance between academic frameworks and first-hand perspectives from the author. Royce is a respectable branding guru with extensive experience providing consultancy for his multi-national and local clients in Asia. His interviews with the senior managers of brands and case studies give this book a solid perspective about how branding exercises are in action in real life. This book is an excellent guide for anyone interested in entering the world of branding.

[Frankie Chan · Rating 5 out of 5]

Love this book! This book is a very good user guide for the marketers and the people work in reputation and brand management. The most valuable treasure is the case studies with senior management. It helps understanding how they set up the campaigns or events with good reasons and insights.
For the one who wanted to target the Chinese market, it is definitely a must-read book. Please always remember the magic and logic of branding when you read this book.

[Vincent Lai · Rating 5 out of 5]

It is a good tool book for both marketers and non-marketers!

[Ling Tsui · Rating 5 out of 5]

Great and useful insight on practically every page!
This book is fun to read and provides a great understanding of the concept of branding.
I definitely recommend it!

[Maggie Mak · Rating 5 out of 5]

Really learn a lot about branding and useful for me~ Recommend!