There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious. This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.

Land reform has been the most challenging social issue for China, which is in transition from an agricultural society to an industrialized country. As the initiator of "common-ownership trust", the author introduces trust theory into China's land reform, trying to settle the issues of land right verification and land circulation. Firstly, this book reflects on land circulation and common ownership theoretically. Then it reviews China's rural land system transition in history as well as its current circumstances and problems. Based on theoretical thinking and practice, this book proposes land trust and expounds on its nature and content. Lastly, it interprets the "cloud trust + land trust" model which combines science, technology, knowledge and capital with land to realize the intensive and overall development of land. This book attempts to solve China's land problems with financial tools, which provide significant implications for not only land reform but also trust theory study.

Land reform has been the most challenging social issue for China, which is in transition from an agricultural society to an industrialized country. As the initiator of "common-ownership trust", the author introduces trust theory into China's land reform, trying to settle the issues of land right verification and land circulation. Firstly, this book reflects on land circulation and common ownership theoretically. Then it reviews China's rural land system transition in history as well as its current circumstances and problems. Based on theoretical thinking and practice, this book proposes land trust and expounds on its nature and content. Lastly, it interprets the "cloud trust + land trust" model which combines science, technology, knowledge and capital with land to realize the intensive and overall development of land. This book attempts to solve China's land problems with financial tools, which provide significant implications for not only land reform but also trust theory study.

This Monograph provides value estimates for intangible assets of publicly traded hotel firms in the United States. When evaluating a firm's tangible and intangible assets, tests of model usefulness reveal it is meaningful to decompose adjusted income (AI), measured by revenue minus expense in this study, into adjusted income derived from intangible assets (AII) and adjusted income derived from tangible assets (AIT). Specifically, a significant difference exists for contributions from AIT and AII to a firm's market value of equity. Further, decomposing AI into AIT and AII releases incremental information to the market. Finally, it appears that the crude approach frequently employed by practitioners, namely, the value of a firm's intangible assets equals its market value of equity plus liabilities minus book value of tangible assets, systematically overestimates values of firm intangible assets, assuming firms apply uniform capital structures across their tangible and intangible assets.