2006 Special Report on Brand Feature and Positioning of Chinese Mobile Operators

Abstract

• What is brand feature?
• Qualitative research - Features of user brands of mobile operators
• Brand research should change from qualitative analysis to quantitative analysis
• Which tools can research brands by quantitative method?
• How to set up evaluation model of brand net assets?
• Three steps to rank operators according to their brand net assets
• Ranking of user brands of mobile operators
• Which factor affects my ranking?
• How do operators increase their brand net assets?
• Best practice and common mistakes in using model of brand net assets

Table of Contents

List of Figures and Tables

• Table 1: Brand assets point card
• Table 2: Brand liabilities point card
• Table 3: Evaluation standard and data source of brand net assets
  • Figure 4: Brand net assets ranking of user brands of mobile operators
• Table 5: Factors affecting the ranking