(A house of audience)

In the first hour, Professor Ebel gave a detailed explanation from branding 1.0 to branding 4.0 with several Chinese historical facts, cases and his deep understanding. He considered branding 1.0 (1978-2001) was an era when foreign brands started entering China, branding 2.0 (2001-2009) was when branding I brand was undertaken but only superficially, branding 3.0 (2010-2017) saw the rise of E-commerce rises and the decline and exit of manufacturing from China, and branding 4.0 (2018 and beyond) as the ushering in of a new and exciting branding era.

In the second hour, Ebel analyzed how Chinese brands will succeed for the next 50 years and gave introduction to and explanation of branding concepts including brand positioning using the three T’s method, the pathway to big ideas using research and a fundamental lesson on the difference between benefits and features. At the end of his lecture, he pointed out that the path to branding 4.0 has been quicker in China and there are many lessons can be learned from the western experience, both good and bad. He also provided instructive suggestions on branding 4.0: brands need nurturing, patience and fortitude; brands need talent, something young generations and others in China will provide.

(A masterly speech on branding)

The audience was inspired and benefited a lot from the lecture. Several questions were put forward by students and they all got detailed answers from Professor Ebel. Later the students who expressed their questions took a photo with Professor Ebel and received a copy of his book, CenterBrain ThinkingÓ, a practical guide to positioning your brand, published by Peking University Press.

(Audience interacted with Professor Ebel)

At the end of the lecture, Professor Ebel and all students took a group photo. The lecture ended with a round of applause and a heartfelt thanks from Professor Ebel, a long-time friend of GDUFS.

(Group photo)

Lecturer's Profile:

Jim Ebel is regarded as a global expert in brand development through his 27-year-old consultancy CenterBrainÒ Partners. He has created brand positioning and helped launch over 220 brands in 70 global categories resulting in nearly $5 billion in incremental sales for Kimberly-Clark, KFC, Burger King, HSBC, etc.

Jim has served as Chief Marketing Officer of the University of Mississippi and an Executive-Residence at the University of Tennessee. He is a graduate of Indiana University’ Kelley School of Business (MBA) and the University of Tennessee (B.S. Accounting).

Jim Ebel先生在27年前创立咨询公司CenterBrain Partners，是一名全球品牌发展专家。他开创了品牌定位这个概念，在全球70个领域内协助推出超过220个品牌，如金佰利、肯德基、汉堡王、汇丰银行，并带来了近50亿美元的销售增额。

他毕业于印第安纳大学凯莱商学院(MBA)和田纳西大学(B.S.会计学)，曾担任密西西比大学的首席营销官以及田纳西大学的高级管理人员。