Professor Zhang Mengxia Attended the First Seminar on Brand and Service Innovation of Chinese Red Culture

Fime: 2019-12-23

On Dec 12, 2019, the First Seminar on Brand and Service Innovation of Chinese Red Culture sponsored by the Brand Leadership Research Center of the University of Chinese Academy of Social Sciences (UCASS) and the launching meeting of the “Chinese Red Culture Brand 30-Person Forum” were held in MCC Tower, Beijing.

Many leaders and guests attended the meeting. Among them were Lin Wei, the Vice President of UCASS, and Professor Wen Kui, the former President of the Capital University of Economics and Business (CUEB).

Professor Zhang Mengxia, from the School of International Economics and Trade of UIBE, gave a report entitled “Building Brand Image and Red Culture Brands”. She believes that the core of red culture is a kind of red value, which is the standard and conducting code for judging things characterized by “Red”. Also, she mentioned that red culture (value) is the driving force of red brand value perception, and red brand image is the result of Chinese people's perception of red brand value.

After the keynote speech, the new book named Building Red Cultural Brands: Theory and Practice was published, and the launching ceremony of the Chinese Red Culture Brand 30-Person Forum and Youth Forum was held.

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