On April 22, China Knowledge Network - China Scientific Bibliometric Evaluation Research Center (hereinafter referred to as “China Knowledge Network Evaluation Center”) released the list of “Top 1% of Highly Cited Books (2019-2023)”, and He Jiaxun, a second-class professor at East China Normal University, a doctoral supervisor and subject leader, was selected, He Jiaxun, a second-class professor, doctoral supervisor and subject leader of East China Normal University, was selected for his book Strategic Brand Management: Firm-Customer Synergistic Branding Strategy. The book is based on the logic of brand as a new production factor and strategic resource, and establishes a theoretical system to play the leading role of brand in serving high-quality development. In the category of management, a total of 21 academic books and 2 translations were selected. Previously, Prof. He Jiaxun was also selected as one of the “2024 China Knowledge Network Highly Cited Scholars” TOP1% list.
Unlike American scholars who traditionally focus on the customer's perspective, Prof. He Jiaxun proposes the “dual nature theory of brand”, i.e., the brand has both strategy-driven and customer-oriented natures, and thus establishes a brand new strategic brand management theoretical system, i.e., the “collaborative strategy between enterprises and customers”, and the “strategic brand management”. This establishes a new strategic brand management theory system, i.e. “Firm-Customer Synergistic Branding Strategy”. The whole book takes “enterprise-level brand strategy” as the core, and defines “strategic brand management” as the management concept, system, program and action process of branding as enterprise strategy at enterprise level, and it is the science and art of long-term management of branding and branding standing at the strategic height. It is the science and art of long-term management of brand and branding at a strategic level. This system of thought lays down the theoretical logic of the leading role of brands in China's high-quality development.
Unlike Western scholars who traditionally base their theories on traditional industrial practices, Prof. He Jiaxun's “Firm-Customer Synergistic Branding Strategy” is based on the practices of China's science and innovation industries, and believes that the focus of Western scholars on branding, which began nearly 40 years ago, on the added value of the product, has obvious limitations in the new era. In the independent knowledge system established by Prof. He Jiaxun, brand is a new production factor and strategic resource, brand building is a systematic project at the enterprise level, and brand value is an overall value including product value and added value. Prof. He Jiaxun's theoretical logic integrates scientific and technological entrepreneurship with brand creation, and adapts to guide the brand-led practice of high-quality development in the new era of science and innovation.
Strategic Brand Management: Firm-Customer Synergistic Branding Strategy
He Jiaxun by Renmin University of China Press, June 2021
After the publication of Strategic Brand Management: Firm-Customer Synergistic Branding Strategy, it has received wide attention in the academic and industry circles and gained significant academic influence, having once ranked high in the second place of Dangdang.com's hot new book list, and has not only entered the teaching classrooms of the nation's major renowned colleges and universities, but also its core theoretical ideas and programs have been adopted by several Fortune 500 companies.
According to CNKI's China Book Citation Statistical Analysis Database (bibliography from China National Editions Library), about 259,000 academic monographs and 66,000 translations will be published in 2019-2023 in China's 17 subject areas. China Knowledge Evaluation Center used journal papers, conference papers and doctoral and master's degree theses included in China Knowledge as the source of citation statistics, and finally selected 637 representative works with great academic influence to enter this list. The list aims to provide an objective basis for assessing the social benefits of book publishers, to promote the unification of social and economic benefits, to serve the high-quality development of academic publishing, and to help the public improve the quality of reading and cultivate a reading culture.