Some standard content:
ICS03.100
National Standard of the People's Republic of China
GB/T38372—2020
Guidance for Enterprise Brand Cultivation
Guidance for Enterprise Brand Cultivation2020-12-14Issued
State Administration for Market Regulation
National Administration of Standardization
Issued
2021-07-01Implementation
Foreword
Introduction
Scope
Normative References
Terms and Definitions
Organization and Resources
Organization
Resources
Implementation Process of Brand Cultivation
General Principles
Strategic Planning|| tt||Process management
Measurement and evaluation
Improvement and innovation
Strategic planning for brand cultivation
General principles
Brand architecture and brand positioning
Brand core value
Process management of brand cultivation
General principles
Brand value creation process
7.2.1
7.2.2
7.2.3
7.2.4
7.2.5
7.2.6
Overview||t t||Tangible elements
Quality elements
Innovation elements
Service elements
Intangible elements
Brand value delivery and maintenance processbzxz.net
7.3.1
7.3.2
7.3.3
7.3.4
7.3.5
Overview
Brand identity
Brand communication
Brand protection
Brand renewal and brand extension
8 Measurement and evaluation of brand cultivation||tt ||General principles
Process maturity evaluation
GB/T38372—2020
GB/T38372—2020
Brand value evaluation
9 Improvement and innovation in brand cultivation
General principles
Improvement
Innovation
References
Foreword
This standard was drafted in accordance with the rules given in GB/T1.1—2009. This standard was proposed and managed by the National Brand Evaluation Standardization Technical Committee (SAC/TC532). GB/T38372—2020
The drafting units of this standard are: China Aviation Comprehensive Technology Research Institute, China Brand Building Promotion Association, China National Institute of Standardization, China University of Metrology, Shenzhen Institute of Standards and Technology, China Equipment Supervision Association, Zhuhai Rossini Watch Co., Ltd., Yazhen Home Co., Ltd., EBO Boutique (Shenzhen) Co., Ltd., Qingdao Kute Intelligent Co., Ltd., Tsingtao Brewery Co., Ltd., Yibin Wuliangye Co., Ltd.
The main drafters of this standard are: Zhou Hongning, Lu Lili, Meng Peng, Kang Jian, Lv Anran, Wu Fang, Tian Wu, Le Wei, Yang Zhihua, Li Qiang, Jiang Guoliang, Yao Chun, Zhu Yinfeng, Ma Yuming, Zhao Wenyuan, Gao Jiekaim
GB/T38372—2020
Introduction
This standard provides guidance for enterprises to carry out brand cultivation activities. The application of this standard helps enterprises: give full play to the advantages of the five elements of tangible elements, quality elements, innovation elements, service elements and intangible elements, and enhance brand value; a)
b) enhance the ability to fulfill commitments and differentiated competitive advantages, meet the needs and expectations of customers and other stakeholders; enhance brand awareness, recognition, reputation and loyalty, and enhance sustainable profitability; c
d) improve the ability to seize opportunities and respond to risks: prove that the organization has the ability to stably meet the value needs of customers and other stakeholders. e)
Enterprises can integrate brand cultivation into the entire process of enterprise production and operation by establishing and implementing a brand cultivation management system, and improve the effectiveness and efficiency of brand cultivation.
Adopting this standard to carry out brand cultivation activities will help create a better environment for enterprises to apply brand cultivation technologies and methods. This standard is a general guide for enterprise brand cultivation, which can provide guidance for the formulation of relevant standards. IN
1 Scope
Guidelines for Enterprise Brand Cultivation
GB/T38372—2020
This standard provides guidance and suggestions for enterprise brand cultivation, and gives factors that enterprises need to consider in terms of organization and resources, implementation process, strategic planning, process management, measurement and evaluation, and improvement and innovation when carrying out brand cultivation activities. This standard applies to enterprises to carry out brand cultivation and continuously enhance brand value. Normative reference documents
The following documents are essential for the application of this document. For all dated referenced documents, only the dated version applies to this document. For all undated referenced documents, the latest version (including all amendments) applies to this document. Terminology
GB/T29185
5 Brand value
GB/T29187
GB/T29188
Brand value evaluation requirements
Brand evaluation
Brand evaluation
Multi-period excess return method
9 Brand evaluation principles and fundamentals (Brandevaluation-Principles and fundamentals) ISO20671:2019
Terms and definitions
The terms and definitions defined in GB/T29185 and ISO20671:2019 apply to this document. 4 Organization and resources
4.1 Organization
The enterprise needs to determine the organizational structure for brand cultivation and clarify its responsibilities and authorities. Specifically including but not limited to the following aspects: top management and their leadership role and commitment; a)
brand cultivation person in charge and his responsibilities and authority; b)
c)
relevant departments and their responsibilities, authority and mutual relationship for brand cultivation. 2 Resources
Enterprises identify, allocate and manage the resources needed for brand cultivation, including but not limited to the following aspects: a) human resources;
b) financial resources;
c)
partners;
d)
natural resources;
knowledge, information and technology
Implementation process of brand cultivation
5.1 General
Brand cultivation is a systematic management activity of enterprises. Establishing a systematic management mechanism for brand cultivation will help improve the effectiveness and efficiency of enterprise brand cultivation1
GB/T38372—2020
.
The implementation process of brand cultivation usually includes the following: a) strategic planning;
b) process management;
c) measurement and evaluation;
d) improvement and innovation.
2 Strategic Planning
The enterprise formulates brand strategy according to the internal and external environment, the needs and expectations of customers and other relevant parties, and clarifies the brand cultivation goals and implementation strategies. The brand cultivation goals should be transformed into work goals at the relevant functions and levels of the enterprise, and the measures and timetables for achieving these goals should be determined. 5.3
Process Management
The enterprise establishes appropriate procedures based on the brand strategy, and implements systematic management of the brand value creation process, brand value delivery and maintenance process to ensure that brand cultivation is integrated into the entire process of enterprise production and operation. Measurement and Evaluation
The enterprise measures and evaluates the process and results of brand cultivation in accordance with the requirements of the brand cultivation procedures and goals, evaluates the ability of the enterprise to achieve its planned results, and finds opportunities for improvement. 5.5
Improvement and Innovation
According to the changes in the internal and external environment and the results of measurement and evaluation, the enterprise shall formulate improvement and innovation measures to continuously improve the brand cultivation capabilities and performance.
6 Strategic Planning of Brand Cultivation
6.1 General Principles
Enterprises shall formulate brand strategies through appropriate procedures to ensure that brand strategies are consistent with corporate strategies. Brand strategies usually include the following:
a)
Brand vision;
b) Brand cultivation goals;
Brand architecture;
Brand positioning;
Brand core values;
Brand identification system;
Strategic measures;
g)
Resource guarantee.
2 Brand architecture and brand positioning
Enterprises shall determine the roles, functions and relationships of corporate brands, products and (or) service brands through planning a reasonable brand architecture to meet the differentiated needs of customers and other stakeholders. Enterprises shall position each brand, design the brand's value and image, and form unique impressions and associations in the minds of customers and other stakeholders. Brand positioning is expressed in a form that is easy for customers and other stakeholders to understand, and shall be adjusted in a timely manner according to changes in the internal and external environment and the needs of the enterprise itself.
6.3 Brand Core Value
GB/T38372—2020
The enterprise identifies and clearly expresses the important and unique value content for customers and other stakeholders as the core value of the brand. The enterprise should make commitments related to the core value of the brand and ensure the continuous fulfillment of the commitments to gain the trust of customers and other stakeholders. 7 Process Management of Brand Cultivation
7.1 General
The brand cultivation process exists in the entire production and operation process of the enterprise. The enterprise identifies, plans and efficiently manages the brand cultivation process to continuously create, deliver and maintain brand value
7.2 Brand Value Creation Process
7.2.1 Overview
Based on the entire production and operation process of design and development, procurement and cooperation, production and service provision, marketing, delivery and after-sales support, the enterprise identifies value creation activities from five elements, namely tangible elements, quality elements, innovation elements, service elements and intangible elements, and manages the brand value creation process.
7.2.2 Tangible elements
The value creation activities of tangible elements include but are not limited to the following aspects: a)
Optimize the infrastructure and equipment required for brand cultivation; b)
Provide financial resources for brand cultivation activities; provide sufficient and competent human resources for brand cultivation activities; c)
Guarantee natural resources that help realize the core value of the brand. 7.2.3 Quality elements
The value creation activities of quality elements include but are not limited to the following aspects a)
Carry out product and (or) service quality design; b)
Improve the quality management mechanism to ensure the fulfillment of quality commitments; c
Provide products and (or) services that meet appropriate standards; d)
Achieve full life cycle quality traceability and assume quality responsibility; e)
Pursue a quality level that exceeds customer expectations. 7.2.4 Innovation Factors
The value creation activities of innovation factors include but are not limited to the following aspects: a)
Develop new products and (or) new services;
Improve the efficiency of the value creation process;
Obtain independent intellectual property rights;
d)
Enhance the ability to meet the personalized needs of customers. 7.2.5
Service Factors
The value creation activities of service factors include but are not limited to the following aspects: Create differentiated competitive advantages based on services: a)
GB/T38372—2020
b) Optimize customer experience;
c) Improve the convenience of customers to obtain services; d) Manage service equipment and facilities to ensure the fulfillment of service commitments. 7.2.6 Intangible elements
The value creation activities of intangible elements include but are not limited to the following aspects: Based on historical, cultural, and heritage factors, enhance the value connotation of the brand: a)
b)
Protect independent intellectual property rights in accordance with the law;
c) Establish and improve brand promotion channels to spread brand image and brand core values; d) Fulfill social responsibilities and enhance brand reputation. 7.3
Brand value transmission and maintenance process
7.3.1 Overview
Enterprises identify, plan, and manage the brand value transmission and maintenance process to ensure that the brand value is fully and accurately recognized by customers and other stakeholders, and effectively protect and maintain the brand value. 7.3.2 Brand identification
Enterprises carry out brand design and determine the brand identification system based on brand positioning, brand core values, and the needs and expectations of customers and other stakeholders. The brand identity system should reflect the tangible and intangible characteristics of the brand. The brand identity system can reflect but is not limited to the following information: a)
Related to design and development: product characteristics, product and service quality, user experience, etc.; related to procurement and cooperation: origin, product and service acceptance standards, etc.; b)
Related to production and service provision: efficiency, quality stability and reliability, etc.; d)
Related to marketing: brand name, brand logo, packaging, price, brand personality, etc.; related to delivery: delivery method, delivery cycle, etc.; e)
Related to after-sales support: service specifications, customer service experience, etc. f)
7.3.3 Brand communication
The enterprise can effectively convey the brand image and brand core value by choosing appropriate brand communication methods. The brand communication method should be suitable for customers and other relevant parties to obtain relevant information. The content of the communication truly reflects the commitments that the enterprise can fulfill, and shall be approved by authorized personnel before release. The enterprise should evaluate the communication effect and improve and innovate the communication method. 7.3.4 Brand Protection
It is necessary for enterprises to ensure that the identification, use, protection and disposal of brand assets are under control. The brand asset protection process may include but is not limited to the following: a) Evaluate the protection status of brand assets;
b)
Develop emergency plans for risks faced by brand assets; handle incidents that infringe on brand asset rights; c)
d)
Communicate brand asset protection matters;
Develop and improve brand asset protection measures. 7.3.5 Brand Renewal and Brand Extension
When the internal and external environment changes, enterprises should evaluate the feasibility of brand renewal or brand extension, make decisions and formulate action plans4
GB/T38372—2020
Brand renewal and brand extension should be consistent with brand strategy. When necessary, enterprises can review and adjust brand strategy. When implementing brand renewal or brand extension, it is crucial for the enterprise to keep fulfilling its promise to existing customers. Measurement and evaluation of brand cultivation
8.1 General
The enterprise should measure and evaluate the process and results of brand cultivation, including but not limited to: the process of brand cultivation and the situation of achieving the expected goals; a)
b) brand cultivation capabilities;
c) brand value.
When necessary, the enterprise can determine appropriate key performance indicators as an important basis for measurement and evaluation. Measurement and evaluation activities include internal audits, key performance indicator evaluations, process maturity evaluations, and brand value evaluations. 8.2 Process maturity evaluation
The enterprise regularly conducts brand cultivation process maturity evaluations, identifies problems in the brand cultivation process, takes necessary improvement measures, and enhances brand cultivation capabilities.
8.3 Brand value evaluation
The enterprise can regularly conduct brand value evaluations, analyze the evaluation results of different periods, and find opportunities to enhance brand value. Enterprises should carry out brand value evaluation activities in accordance with the requirements of brand evaluation standards such as GB/T29187, GB/T29188, ISO20671:2019. Enterprises entrust professional institutions to carry out process maturity evaluation and (or) brand value evaluation, which will help to find improvement opportunities through benchmarking.
9 Improvement and innovation of brand cultivation
9.1 General
Enterprises carry out brand cultivation improvement and innovation activities by adopting appropriate methods to continuously enhance brand cultivation capabilities and enhance brand value.
9.2 Improvement
Enterprises analyze the problems found in the measurement and evaluation and the situations in which the expected goals are not achieved, and take necessary measures to prevent the problems from happening again and ensure the achievement of the expected goals
9.3 Innovation
When changes in the internal and external environment of an enterprise may affect the brand cultivation process or the achievement of expected results, the enterprise should innovate its brand cultivation activities to adapt to environmental changes, including but not limited to: a) analyzing the scope and extent of the impact of environmental changes; b) identifying the need for innovation;
establishing and maintaining an efficient innovation process;
c)
d) providing relevant resources;
e) evaluating the effectiveness of innovation.
GB/T38372—2020
GB/T19000
GB/T19001
GB/T19004
GB/Z19579
GB/T23331
GB/T24001
GB/T24353
GB/T29186
GB/T29456
Quality Management System
References
Basics and Technology Language
Requirements
Quality Management System
Quality Management
Quality of the Organization
Guidelines for Achieving Sustained Success
Implementation Guidelines for Performance Excellence Evaluation Criteria
Energy Management System
Environmental Management System
Requirements and Usage Guidelines
Requirements and Usage Guidelines
Risk Management
Principles and Implementation Guidelines
Elements
Brand Value
Energy Management System
Implementation Guidelines
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