Lectures of Professor Yu Mingyang on How to Create A Successful Brand in the Era of the Internet

The concept of “brand” has affected the behavior and viewpoint of consumption and values thanks to the development of market economy. Nowadays, how to optimize brand resources using the Internet mindset and realize repositioningof product under the fierce market competitions? On Oct. 10, 2014, professor Yu Mingyang, party secretary of Shanghai Jiao Tong University (SJTU) Antai College of Economics& Management (ACEM), gave a lecture on brand innovation and sediment in the Internet era to more than 70 audiences in the Xuhui Campus, Xinshang Schoolroom.  

Professor Yu Mingyang gave the lecture named “the Internet mindset: brand innovation and sediment” on the topics of basis, design and expression of differentiation brand building. He pointed that the Internet has overturned people’s thinking mode. Brand building cannot be more specialized. He said: “in the Internet era, the most important elements of brand building is specialization, high participation and fans economy. We must be familiar with these elements and aim at the market and customers of ourselves or we shall be abandoned in this era.”

To realize the high specialization, professor Yu noted that we should get clear of the differences from other brands. The differences can be locations, customer classes and so on, which must be differentiated from other brands. Auxiliarysystems must be built to enhance the appearance and contents of the brand to form the brand image. He said: “ to serve fans’ requirements by building individualized brand is the only choice leading to success in the Internet era. The future belongs to the smart.”

Professor Yu ended the lecture by saying that “if brand belongs to the concept of registration, brand must be a kind of value registered in the heart of customers, what makes the brand different from others ”. This character difference constructed and kept individualization between competitive brands so as to promote the formation of unique group of customers and brand fans. This is the symbol of a mature brand and the basis that one brand lied upon. 

To offer a better understanding of brand construction in the Internet era for the audiences, professor Yu also organized group discussions on topic of “what’s the opportunity for Chinese mobile phone brand to counterattack?” 7 groups ofaudiences stated and shared their opinions enthusiastically. This special way of teaching was well received by the audiences, who got a deeper understanding and acknowledgement of the courses EMBA offered.