2006 Special Report on Brand Feature and Positioning of Chinese Mobile Operators

What is brand feature?
Qualitative research - Features of user brands of mobile operators
Brand research should change from qualitative analysis to quantitative analysis
Which tools can research brands by quantitative method?
How to set up evaluation model of brand net assets?
Three steps to rank operators according to their brand net assets
Ranking of user brands of mobile operators
Which factor affects my ranking?
How do operators increase their brand net assets?
Best practice and common mistakes in using model of brand net assets

Table 1: Brand assets point card

Table 2: Brand liabilities point card

Table 3: Evaluation standard and data source of brand net assets

Figure 4: Brand net assets ranking of user brands of mobile operators

Table 5: Factors affecting the ranking