Articles by 刘春雄，公方刚

When We Talk About Brands, We Are All Talking Past Each Other

The term 'brand' is ambiguous, with multiple contexts: as a marketing concept, as consumer awareness, as theory, as an era-specific cognitive symbol, and as cultural significance. Brands rely on mass media and advertising, but with the decline of mass media, brands are being replaced by IPs, while channel brands in China are strengthening.