Reflections on Studying Huang Di Nei Jing in the West

Huang Di Nei Jing(《黄帝内经》The Yellow Emperor’s Inner Classic) has been the source text of Chinese medicine knowledge and innovation for over two thousand years. Despite this key relevance, many of its ideas and practices have proven difficult to understand and implement fully into clinical practice. Cultural and language differences can be compounded with these challenges but may also present new opportunities for advancement and insight when studied by researchers outside of the originating culture. This article introduces the method of Classical-Text Archaeology and delves into the author’s two-decade journey of researching this text, with a discussion on cultural differences and issues of medical scholarship.

Identifying Brand Consistency by Product Differentiation Using CNN

This paper presents a new method of using a convolutional neural network(CNN)in machine learning to identify brand consistency by product appearance variation.In Experiment 1,we collected fifty mouse devices from the past thirty-five years from a renowned company to build a dataset consisting of product pictures with pre-defined design features of their appearance and functions.Results show that it is a challenge to distinguish periods for the subtle evolution of themouse devices with such traditionalmethods as time series analysis and principal component analysis(PCA).In Experiment 2,we applied deep learning to predict the extent to which the product appearance variation ofmouse devices of various brands.The investigation collected 6,042 images ofmouse devices and divided theminto the Early Stage and the Late Stage.Results show the highest accuracy of 81.4%with the CNNmodel,and the evaluation score of brand style consistency is 0.36,implying that the brand consistency score converted by the CNN accuracy rate is not always perfect in the real world.The relationship between product appearance variation,brand style consistency,and evaluation score is beneficial for predicting new product styles and future product style roadmaps.In addition,the CNN heat maps highlight the critical areas of design features of different styles,providing alternative clues related to the blurred boundary.The study provides insights into practical problems for designers,manufacturers,and marketers in product design.It not only contributes to the scientific understanding of design development,but also provides industry professionals with practical tools and methods to improve the design process and maintain brand consistency.Designers can use these techniques to find features that influence brand style.Then,capture these features as innovative design elements and maintain core brand values.

Intensifying International Beauty Brands' Game against China

The way in which international beauty giants are laying out the Chinese market seems to be quietly changing.I have recently observed that the pace of foreign beauty giants launching self-developed patented ingredients and technologies is accelerating.In particular,a number of relevant achievements have been focused on the November 2023 China International Import Expo.Among them,new patented ingredients/technologies launched in the past year accounted for six cases.They include Shiseido’s Neomyone,Unilever’s Glutathione meta-technology,Amore Pacific's Fonoin,Estee Lauder's Sertiin Age Reversal Technology,Kose’s IPS cell research technology,and Procter&Gamble’s OLAY’s“Collagen Visualization”technology,etc..

Regional Brand and High-quality Development of Fruits in Ethnic Areas of the Yangtze River Economic Belt under the Greater Food Approach

Establishing the Greater Food Approach and promoting the Yangtze River Economic Belt s national major regional development strategy can better support and serve the agricultural power and Chinese-style modernization.This paper introduces the characteristics of fruit industry in 16 autonomous prefectures and 47 autonomous counties under the jurisdiction of the Yangtze River Economic Belt.It studies the intellectual property resources of brand marks from the aspects of geographical indications,collective trademarks,certification trademarks,well-known trademarks in China and national design patents,and analyzes the main problems of brand and high-quality development of fruit industry in these ethnic autonomous areas.Finally,it puts forward some strategies,such as improving the protection of intellectual property rights of geographical indications,using intellectual property rights of brand signs,building modern seed industry upgrading project,drawing lessons from the experience of thousand villages demonstration project,ensuring that large-scale poverty does not occur,and building a diversified food supply system.

Helping Chinese Brands Go Global

The activity organized by Navigator has enhanced Chinese enterprises’understanding of the strategy of brands going international.NAVIGATOR is a research institute built by the International Communication Committee(ICC)of the China Advertising Association devoted to assisting Chinese brands go international.Its first activity was held at Huawei's headquarters in Shenzhen,aimed at helping the internationalization of Chinese brands.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

“Three Beauties”Principle in the English Versions of“Jing Ye Si”--Translations by Xu and Fletcher as Examples

“Jing Ye Si”is a classical poem with international influence by the Chinese poet Li Bai in the Tang Dynasty,which expresses the poet’s deep nostalgia.This paper compares and analyzes its two English versions translated by the Chinese translator Xu Yuanchong and the British translator W.J.B.Fletcher based on the“three beauties”principle(beauty in sense,beauty in sound,and beauty in form),and discovers that the English version of Xu basically achieves the unity of the“three beauties”,while the English version of Fletcher realizes the“beauty in sound and form”,but deviates from the“beauty in sense”mainly owing to the inaccurate comprehension of the moon as an image and other factors.This analysis may afford us with certain reference in poetry translation.

A Study on the Influence of Patterned Logo Design on Brand Image-Focused on the Li Ning Brand

In today’s flood of information,people mainly rely on visual information to recognize brands.Pattern logo design is a representative brand image and directly affects consumers’brand impression and perception.The purpose of this study is to examine the characteristics of the Li Ning brand and the effect of pattern logo design on the brand image.Specifically,it is to provide practical guidelines for brand management and design by analyzing the effects on brand perception,emotional connection,and consumer behavior.For the scope of the study,seven brands are selected for analysis of famous brand cases at home and abroad.The research method is to design a patterned logo suitable for brand characteristics through literature review,empirical research,and detailed analysis of the overall style characteristics of the current Li Ning brand.The research content first analyzes the role of pattern logo design in terms of brand perception,brand perception,and brand sensitivity.Subsequently,the evolution and effect of the Li Ning brand in logo design are examined,and details are discussed in combination with the color and shape of the logo pattern.Finally,by presenting some suggestions and optimized design plans that fit the characteristics and trends of the Li Ning brand,the brand image and market competitiveness can be improved.According to the research results,first,the color,shape,and other factors of brand pattern logo design are closely related to brand image.Second,pattern logo design has a significant influence on consumer attitudes and purchase intentions.Third,consumers are more interested in the design of a patterned logo with high brand awareness.This study has a certain significance in that it reveals the mechanism by which pattern logo design affects brand image and provides useful ideas and suggestions for brand design and marketing.

Research on the Innovative Decisions of Supermarket Private Brands and Designated Manufacturers

One of the core competencies of a supermarket lies in its branding.With the continuous development of the market economy and the ongoing evolution of consumer demand,private brands have progressively emerged as significant contributors to supermarket growth.However,a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers.This paper aims to investigate the innovative decisions between private brands and designated manufacturers,along with the relevant promotional strategies employed during entry into the United States market.

Application of Color Psychology in Korean Brand Identity Design-Etude House

The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.

Expo 2020 Dubai’s Impact on the United Arab Emirates’Brand:A Quantitative Analysis About American and European Media Companies

Countries implement corporate communication initiatives to improve their international relations,achieve different business objectives,and reinforce their brands.Nation branding activities are mainly based on international events:sport,culture,social issues.This paper evaluates the Expo 2020 Dubai’s impact on the United Arab Emirates’brand.We conducted a literature review about nation branding,and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries(United States,Russia,France,and Germany)covered this event from a journalistic and corporate communication perspective.Our results proved that 82 articles were published about this topic,and the most common criteria respected were quoting organizers(n=61),using the Expo’s logo(n=45)and the image of a falcon(n=43).We concluded that most media companies focused on facts related to the Expo and did references to the country’s identity(values,flag,falcon),but most of them did not include links to the Dubai Expo’s and UAE public authorities’websites.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

Analysis of the Brand Visual Needs System from the Perspective of Contemporary Market Demands

Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.

基于INTERBRAND模型对长春市L滑雪场有限公司品牌价值评估的实证研究

本研究是一次探索性的实证研究,目的是测量与评估数字时代下的长春市冰雪体育企业品牌价值,研究使用了“Interbrand模型”逻辑展开。“Interbrand”模型是企业实际品牌价值评估的一个重要工具,它的标准框架适用于不同行业、不同企业品牌价值评估,所以将其作为主要分析工具,并结合内容分析法、问卷调查法、定性访谈法等方法归纳长春市“L”滑雪场有限公司的品牌价值构成要素。研究主要分为两个阶段:1、旨对长春市“L”滑雪场有限公司品牌价值进行评估;2、旨在品牌价值评估基础上提出品牌战略开发与实施建议。在本研究中,品牌价值主要指品牌为企业带来的超额现金流这个指标来测量。所以研究使用长春市“L”滑雪场有限公司近3年的财务数据及消费评价为研究基础,研究结果表明:1、要重视品牌建设,因为它能够为企业带来的超额收益;2、品牌建立的基础,是消费者对滑雪产品及服务的综合体验;3、企业不应只追求成本优势,而需要依靠新时代背景下的知识服务优势,打造更令人满意的产品;4、企业应更重视知识创新,因为这是提升服务质量的重要基础。

基于Interbrand全球榜入选标准的腾讯品牌研究

自2010年以来,Interbrand中国榜评定的腾讯品牌价值一直大幅度高于Interbrand全球榜的门槛值,但该品牌至今未能荣登全球榜,其原因值得深入研究。用全球榜的5项入选标准来衡量腾讯品牌的相关数据,发现该品牌完全符合盈利的长期性预计标准,基本符合财务信息的透明度标准,与经营地域的洲际性标准、知名度的世界性标准、境外收入比标准相比还有一定的差距。根据研究结论,提出腾讯品牌应大力发展其在欧洲、北美的实体业务,以快速补齐这3项短板,帮助入选Interbrand全球榜的建议。

Geographical Indication Intellectual Property Protection and Regional Public Brand Construction of Rape Industry in China

As China s largest oil crop,rape occupies a central position in ensuring the safety of China s cooking oil supply.This paper introduced China s rapeseed industry from the rape type,rapeseed production,planting area,national rapeseed production protected area,rape national dominant characteristic industrial clusters,and rapeseed industry,etc.Besides,from the aspects of geographical indication products,geographical indication trademarks,and geographical indications of agricultural products,this paper discussed the intellectual property protection of geographical indications of rape,rapeseed,and rapeseed oil in China.It analyzed the main problems such as the lag in the formulation of relevant standards for geographical indications and the low use of special signs for geographical indications,and finally came up with recommendations including building a public brand of geographical indications and expanding foreign exchanges of geographical indications.

Famous Brand Products Created in Beijing

Following the Chinese market opening to the world, many international famous brand products have entered it, creating a grave challenge to Chinese enterprises. Now they have resolved to create famous brand products to compete on the international market. So famous brand products are now being created in Beijing. Since the reform and open

Jingyuan Brand Congcaobao

Chinese caterpillar fungus, according to Chinese medicinal classics, is good for the lungs and kidneys and can stop bleeding and coughing. Modern science has proved that it contains Dmannitol and other elements with an immunizing effect, thus increasing one’s physical endurance, resistance to a lack of oxygen and the reduction of cholesterol. After several years’ effort, the Jinkang Biological Engineering Corporation developed various types of Jingyuan Brand Congcaobao, an oral vial, from live Chinese caterpillar fungus obtained from the Qingzang Plateau.

Jingzuo Brand Quality Millet

Jingzuo brand quality millet is goldenin colour,plump in grain,aromatic and smoothin taste.It is a sicentific and technologicalachievement by the Shanxi ProvincialAcademy of Agricultural Science.The milletcontains 15.12% protein,5.67% crude fat,0.28% lysine,multi-vitamins and mineralelements.Its nutritional composition is betterthan other varieties.It also has the effect ofstrengthening the stomach and spleen,

Analysis on Characteristic Diagnosis Technology and Application Progress of Jing Nationality Medicine

Jing Medicine, as an important part of China’s ethnic medicine and culture, is characterized by its unique theories, rich content, and abundant resources, showcasing distinctive features of minority regions. The Jing ethnic group is distributed in coastal and border areas of China, and after thousands of years of development, it has formed a rich marine-oriented medical system in the struggle against the environment and diseases, displaying unique medication characteristics and clinical efficacy. According to Jing Medicine, the human body is an organic whole that is unified with the natural and social environment. It believes that the heavens and earth are the spirits of all things, and all things possess spiritual energy, which is closely connected to the human body’s spiritual energy. The utilization of marine organisms in medicine is the greatest feature of Jing Medicine, and it is a common approach used by the local population for disease prevention and treatment. To further explore Jing Medicine, improve the repository of ethnic medicine culture, and address the insufficient understanding of Jing Medicine in traditional Chinese medicine culture, this article provides a comprehensive review of the distinctive diagnostic and therapeutic theories, techniques, and applications of internal and external treatments in Jing Medicine.