品牌阴阳论：《道德经》的启示

Abstract

Abstract: Chinese marketing academic community is working diligently in developing marketing and branding theories with Chinese characteristics. In this paper, I first explained how my research thinking changed from the American “ Black and White" thinking to the Chinese "Yin and Yang” thinking, next presented a Yin Yang branding concept, which I proposed with inspiration by Dao De Jing, a classic of Chinese philosophy, probably as a foundation concept of the Chinese branding thought, finally I shareed my thought on how we could provide the world with unique theories applicable to the world in the future.

Key words: culture, , Dao De Jing, , Yin Yang branding concept, , Chinese global citizen

Zhou Nan. The Yin Yang Concept of Branding: A Dao De Jing Perspective[J]. Journal of Marketing Science, 2023, 3(4): 144-154.

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The Yin Yang Concept of Branding: A Dao De Jing Perspective

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