'Enterprise Management' Magazine Publishes an Article about Prof. Florin Baeriswyl

Enterprise Management is a renowned Chinese business magazine - a must-read for business leaders in China. Founded in 1980 by the China Enterprise Confederation (CEC), it has been described as one of China’s most influential magazines.

This is the first time for a foreigner gets portrait. Prof. Florin Baeriswyl, Swiss Branding Expert and Professor at DeTao SIVA, was interviewed before his speech at the '2019 Her Village International Forum’ invited by Lan Yang, a popular Chinese host.

In the interview, Prof. Baeriswyl uses the metaphor 'A Brand is like the roots of a tree’ to explain how companies and institutions can improve their brand. He also talks about the importance of brand principals as ‘truth’, ‘quality' and ‘consistency’.

In China, branding is still mostly associated with marketing and sales. Often short term flashy advertising as ‘branding’ but this doesn’t lead to brand value not to cultivate the company's culture.

Prof. Florin Baeriswyl has created and designed the first 'Brand Strategy and Management' University bachelor degree for the DeTao Master Academy, launched at SIVA University in Shanghai in 2013. It is an international education program certified by China’s Ministry of Education. The promise: every student gets a job!

Branding has a bright future in China, and Chinese enterprises and managers are learning and adapting fast- a good timing for creating true brand value.

Article on enterprise management: https://mp.weixin.qq.com/s/8JH5Z8HjUcIbXRcgpx7yTg
Speech on 2019 Her Village International Forum: https://v.qq.com/x/page/m0869jzr9fc.html
Website of Enterprise management magazine: http://www.qyglzz.com/index.php