Chen suggests that it is necessary to "create a lifestyle choice for customers." Brand management focuses on the projection of an image, store layout and decoration, the ability to manage distribution, customer services etc.: "Frankly, brand management is based on the same sort of thinking as religious proselytizing!"
「也就是創造一種生活形態給主顧客，」陳福川指出，品牌經營必須講求形象力、店裝、物流能力、客戶服務力、主顧客的管理能力等，「說穿了，品牌經營與傳教的道理是一樣的！」