March 19, 2008. CEIBS-Lujiazui International Financial Research Centre -- More than 30 print, TV and radio journalists filled the CEIBS-Lujiazui International Financial Research Centre today for the launch of the Chinese-language edition of B2B Brand Management, written by CEIBS Marketing Professor Waldemar Pfoerstch and Kellogg Business School Professor Philip Kotler. The new release is the latest of 20 translations of the original English-language version of the book, which was published in 2006. B2B Brand Management has sold 10,000 copies in English and 100,000 copies in all languages combined. Publisher Truth & Wisdom Press reported that the first 6000 copies of the Chinese edition have already sold out.


CEIBS Marketing Professor Waldemar Pfoerstch with his works

CEIBS Vice President and Co-Dean Zhang Weijiong opened the press conference with a statement on the importance of branding - a concept which he stressed is no longer a foreign idea but is now a necessity for Chinese companies. He added that Chinese firms in both the B2C (business-to-consumer) and B2B (business-to-business) sectors are now realizing the importance of branding.


CEIBS Vice President and Co-Dean Zhang Weijiong delivered an opening speech 

During his talk, Prof. Pfoertsch introduced the key concepts behind branding for B2B companies, especially those based in China. "In the old days, B2B was a very regional business, but now we are global. Now, companies have to be accessible to their customers, wherever they are around the world."

Prof. Pfoertsch stressed the importance of branding to Chinese companies, especially those seeking to go global. He first acknowledged that, while the concept of brands have existed in Europe since at least the 1600s, the idea is quite new in China. Even so, Chinese companies that invest in brand building stand to gain in two ways, he said: "branding creates a consistent view of your company for customers and shareholders, which raises the value of your company. Second, it allows you to create emotional value for your company by inviting customers to connect to your products and services."

In addition, he added that brand building allows companies to strengthen their connections with not only customers but other stakeholders including "employees, stock analysts, business partners and members of the media." He added that these benefits apply to B2B as well as B2C companies, and stressed that business-to-business entities can build their brand through low-cost methods such as direct marketing and word of mouth. .

In conclusion, Prof. Pfoertsch stressed that branding is critical to strengthening companies. "The role of brands is that they bolster company's security. With this book, I help companies secure their future." Looking at Chinese companies, he emphasized that the book can be particularly helpful to domestic firms breaking into international markets. Said Pfoertsch: "The focus of my work in China right now is to help Chinese companies to go abroad."

For a full interview with Prof. Pfoertsch, read the Spring 2008 edition of The LINK magazine.


Press event


Professor Waldemar Pfoerstch received interview with ICS