GB/T 39906-2021.Requirements on brand management.
1 Scope
GB/T 39906 establishes the principles of brand management and stipulates the general requirements for brand management organization and resources, brand strategy, brand management planning and implementation, brand management evaluation and improvement.
GB/T 39906 is applicable to all kinds of organizations that enhance brand value through brand management activities.
2 Normative references
The contents of the following documents constitute the essential clauses of this document through normative references in this text. Among them, for dated references, only the version corresponding to that date applies to this document; for undated references, the latest version (including all amendments) applies to this document.
GB/T 29185-2012 Brand value terms
GB/T 39654 Principles and basis of brand evaluation (GB/T 39654-2020. ISO 20671:2019, IDT)
3 Terms and definitions
The following terms and definitions apply to this document.
3.1
Brand
Intangible assets, including but not limited to: names, terms, symbols, images, logos, designs or their combination, used to distinguish products, services and (or) entities, or both, which can form unique impressions and associations in the minds of stakeholders, thereby generating economic benefits (value).
[Source: GB/T 39654-2020, 3.1]
3.2
Brand management
About the management of brands (3.1).
Note: Brand management may include the development of brand strategy (3.3), and the process of achieving brand goals through planning, implementation, evaluation and improvement.
3.3
Brand strategy brand strategy
Brand purpose, direction and medium- and long-term development plan formulated and issued by the organization.
Note: Brand strategy usually includes brand vision (3.4), brand goals (3.5), brand architecture (3.6), brand positioning (3.7), brand core values ??(3.8), battle plan tasks and strategies.
3.4
?? Brand vision brand vision
The ultimate goal determined by the organization for the brand.
This document establishes the principles of brand management and specifies the general requirements for brand management organization and resources, brand strategy, brand management planning and implementation, and brand management evaluation and improvement.

ICS03.140
CCSA00
National Standard of the People's Republic of China
GB/T39906—2021
Requirements on brand management
Requirements on brand managementPublished on March 9, 2021
State Administration for Market Regulation
National Administration of Standardization
Published
2021-10-01Implementation
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Introduction
Scope
Normative references
Terms and definitions
Principles of brand management
Leadership role
Strategic leadership
Systematic management
Based on the five elements of brand value
Pursue valuable differentiation
Keep promises
5Organization and resources
General principles
Organization
Resources
6Brand strategy
General principles
6.2Strategy formulation
6.2.1
6.2.2
6.2 .3
Strategy formulation requirements
Brand architecture design
Brand positioning
6.2.4
Brand core value refinement
6.3 Strategy implementation and strategic communication
7 Brand management planning and implementation
General principles
Brand value creation
7.2.1
7.2.2
7.2.3
7.2.4|| tt||7.2.5
7.2.6
Overview
Tangible elements
Quality elements
Innovation elements
Service elements
Intangible elements
7.3 Brand value delivery
7.3.1
7.3.2
Overview
Brand identity
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GB/T 39906—2021
GB/T 39906—2021
Brand Communication
7.3.3
7.1 Maintaining Brand Value
7.4.1
7.4.2
7.4.3
7.4.4
7.4.5
Overview
Brand Protection
Brand History and Brand Extension
Reputation and Risk Management
Brand Culture Construction
Brand Management Evaluation and Revenue
General Principles
Brand Management Evaluation
8.2.1
8.2.2
8 .2.3
Overview
Determine the evaluation method and content
Implement evaluation activities
8.3 Brand management improvement
8.3.1
8.3.2
8.3.3
References
Overview
Corrective measures
Continuous improvement
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Foreword
GB/T39906—2021
This document is drafted in accordance with the provisions of GB/T1.12020% Guidelines for Standardization Work Part 1: Structure and Drafting Rules for Standardization Documents.
Please note that some of the contents of this document may involve patents. The issuing organization of this document does not bear the responsibility for identifying patents. This document was proposed by the National Brand Evaluation Standardization Technical Committee (SAC/TC532) and is under the jurisdiction of the drafting units of this document, China Aviation Comprehensive Technology Research Institute, China Brand Construction Promotion Association, Jiangxi Yuanren Insurance Equipment Industrial Group Co., Ltd., Jiangxi Jinhu Insurance Equipment Group Co., Ltd., China National Institute of Standardization, Hainan Qinfu Group Co., Ltd., Zhuhai Rossini Watch Co., Ltd., Yazhen Home Furnishing Co., Ltd., Yibei Boutique (Shenzhen) Co., Ltd., Qingdao Kute Intelligent Co., Ltd., Qingdao Beer Co., Ltd., Zhongbiao Hexin (Beijing) Certification Co., Ltd., China University of Metrology, Henan Quality Association, Jiangxi Huaxin Huanzi Technology Group Co., Ltd., Suilai Daikin Marine Heavy Industry Co., Ltd., Chengdu Xiangcheng Chuanggu Enterprise Management Service Co., Ltd., Shenzhen Biaotan Technology Research Institute, and China Equipment Supervision Association.
The main drafters of this document: Zhou Hongning, Lu Lili, Meng Peng, Lv Anran, Wu Fang, Zhou Qinfu, Xiong Chunlin, Xu Di, Fan Chuanzhong, Li Tienan, Jiang Guoliang, Gao Wei, Song Yinfeng, Ma Kaming, Zhao Wen, Le Wei, Zhang Lijun, Zhang Junwei, Ren Mian, Shang Guanggu, Cao Jinlong, Kang Jian, Tian Wu, Yang Zhihua, Wang Jin, Li Qiang,
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GB/T 39906—2021
Introduction
Brands are used to distinguish different products and (or) services, product lines and (or) combinations, as well as entities such as enterprises, cities, regions, and industries, reflecting their unique attributes and values: Implementing brand management and continuously improving brand competitiveness and brand value is an important strategic decision of an organization and an inevitable need for its continued success.
Note: The organization referred to in this document refers to the organization that owns the brand and/or the organization authorized to manage the brand. This document is the general requirement for brand management. The potential benefits of implementing brand management according to this document are: understanding the principles and requirements of brand management and improving brand management performance: enhancing the ability to create value for the organization, customers and other interested parties: contributing to enhancing the satisfaction of internal and external stakeholders: addressing risks and opportunities related to the organization's environment and goals, and promoting continuous improvement. Brand management is an integral part of the organization's overall management activities. The organization enhances its own brand value by creating value for customers and other stakeholders: the value created by the organization is contained in tangible elements, quality elements, innovation elements, service elements and intangible elements. Implementing brand management helps to efficiently identify, create, enhance, deliver and protect the value in these elements. The brand management requirements specified in this document are universal and applicable to different types of organizations. Different types of organizations, such as enterprises, government departments, non-profit organizations, etc., may have different stakeholders, relationships, needs and expectations, but such differences do not prevent organizations from implementing brand management activities in accordance with the principles and requirements specified in this document. The need for elaboration of the content is outlined.A small number of words or descriptions with enterprise characteristics are used in this document, such as products, production and operation. Other types of organizations that are not of an enterprise nature can refer to this implementation according to their own characteristics. Implementation is not necessary for this document:
Unify the brand management structure of different organizations;
Use the specific terms of this document within the organization. This document adopts a process approach. This approach is combined with the "Plan-Do-Check-Act" (PLCA) cycle: The process approach enables organizations to plan processes and their related functions. The PDCA cycle enables organizations to ensure that their processes are adequately resourced and managed, identify policy opportunities and take action. The brand management framework based on the process approach and the PIA cycle is shown in Figure 1. Brand management
Planning and implementation
(Chapter 1)
Reflect the needs and expectations of stakeholders
Brand ... |tt||(Chapter 6)
External Environment
Internal Environment
Brand
Brand Management
Management Improvement
(Chapter 8)
Organization and Resources
(Chapter 5)
Brand Management
Management Evaluation
(Chapter 8)www.bzxz.net
Figure 1 Brand Management Framework
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Brand Strength
Brand Performance
Financial Performance
Brand||tt ||Brand Management
Results
Brand Core Values
Values
Benefits
and Stakeholders
The brand management framework shown in Figure 1 reflects the relationship between Chapters 5 to 8 of this document: a)
Organization and resources are the basis for planning and implementing various brand management activities: GB/T39906—2021
Brand strategy, brand management planning and implementation, brand management evaluation, and brand management improvement together constitute the PICA cycle, h) And embody the concept of continuous improvement;
Brand strategy formulation should be based on the internal and external environment of the organization and the needs and expectations of stakeholders: Brand management results can be reflected in brand strength, brand performance, financial performance and brand core value, and then reflected in brand value and stakeholder satisfaction;
The whole process of brand management revolves around tangible elements, quality factors, innovation factors, service factors and intangible factors. Note: Tangible elements, quality factors, innovation factors, service factors and intangible factors are collectively referred to as the five factors of brand value. rrKaeerkAca
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1 Scope
Brand Management Requirements
GB/T 39906—2021
This document establishes the principles of brand management, and stipulates the organization and resources of brand management, brand strategy, brand intelligence planning and implementation, brand management evaluation and improvement of general requirements. This document is applicable to all kinds of organizations that enhance brand value through brand management activities. 2 Normative References
The contents of the following documents constitute essential clauses of this document through normative references in the meaning. Among them, for referenced documents with dates, only the versions corresponding to the dates are applicable to this document: for referenced documents without dates, the latest versions (including all amendments) are applicable to this document.
GB/T 29185—2012
Brand Value Technique
G3/T39654 Principles and Basis of Brand Evaluation (G3/39651—2020,1SO20671:2019.1I)T) 3 Terms and Definitions
The following terms and definitions apply to this document. 3.1
Brandbrand
Intangible assets, including but not limited to: name, use, symbol, image, logo, design or their combination, used to distinguish products, services and (or) entities, or a combination of these, which can form a unique impression and association in the minds of stakeholders and thus generate economic benefits (value): L Source: GB/T39654—2020.3.1
Brand managementbrandmanagement
Regarding the management of brands (3.1).
Note: Brand management may include the formulation of brand strategy (3.3) and the process of achieving brand objectives through planning, implementation and evaluation. 3.3
Hand strategy
Brand strategy
Brand purpose, direction and medium- and long-term development plan formulated and issued by an organization. Note: Brand strategy generally includes brand vision (3.4), brand objectives (3.5), brand architecture (3.6), brand positioning (3.7), brand core values ??(3.8), strategic tasks and tactics.
Brand vision
The ultimate goal set by the organization for the brand.
Brand goal
brand objective
The results that the brand determines to achieve. Note 1: The brand goal can be strategic, tactical or operational. 1
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Note 2: Usually, brand goals are formulated separately for the relevant functions, levels and processes of the organization. 3.6
Brand architecture
brandstructure
The combination of different brands owned by the same organization, reflecting the role of each brand, their relationship and their different roles in the overall architecture. LSource: GB/T29185—2012.2.4, with revision 3.7
brand positioning
Brand positioning
To establish the brand's competitive advantage, a unique brand valuation should be designed so that the brand will form a unique impression and association in the minds of customers and other stakeholders:
LSource: GB/T29185—2012.2.3, with revision 3.8
brand core valuebrandcoreyalue
The interest points and personality that make the brand form a unique impression and association in the minds of customers and other stakeholders. Note: Brand core value comes from the activities or resources allocated by the organization to enhance brand value: 3.9
Brand identity system The associations that can cause customers and other stakeholders to form brand impressions, composed of a group of brand identity elements (3.10). [Source: G3/T29185-2012, 2.18. Modified 3.10
Brand identity element is the various conceptual, behavioral and visual elements used to identify and distinguish the brand. Note 1: The main brand identity elements include brand name, logo, image representative, brand number, music, packaging and symbols. Note 2: Brand number 1. Promotional language that reflects brand concept, brand benefits or brand core value. LSource: GB/T29185—2012.2.19, with modifications 3.11
Brand extension
The act of using an established brand asset to expand, including upward extension, downward extension, horizontal extension, vertical extension, brand joint extension, etc.
LSource: GB/T29185—2012.2.21
4 Principles of brand management
4.1 Leadership
Leaders at all levels establish a unified platform and direction, which helps create conditions for all employees to actively participate in achieving brand goals. 4.2 Strategic leadership
Using brand strategy as the leader of brand management helps to achieve sustained success in brand management. 4.3 Systematic management
Implementing a full-staff, full-process, and systematic brand management class helps to achieve the expected results of brand management. 4.4 Based on the five elements of brand value
Based on the five elements of brand value, comprehensive management of the brand will help to comprehensively enhance the brand value2
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5 Pursue valuable differentiation
Creating differentiated feelings and experiences for customers and other stakeholders will help enhance the unique value of the brand. Note: Understanding and satisfying the potential product demands and expectations of customers and other stakeholders will help create valuable differentiation4.6
Keep promises
GB/T 39906—2021
Making promises and fulfilling promises interact to help organizations gain the trust of customers and other stakeholders. 5 Organization and resources
5.1 General Principles
Determining the responsibilities, authorities, and relationships of brand management and ensuring the resources required for brand management are the basis for planning and implementing various brand management activities.
5.2 Organization
The organization should ensure that the responsibilities and authorities related to brand management are allocated, communicated, and understood. The top management should allocate relevant responsibilities and authorities so that:
A consensus on brand management is formed within the organization; Brand management activities are planned, deployed, and implemented; The brand management process achieves the expected output: Reporting on the performance of brand management and opportunities for success. 5.3 Resources
The organization should ensure that the resources required for brand management are identified and supplied, and manage the process of their acquisition, allocation, and use to improve the efficiency of resource use. The resources required for brand management include but are not limited to the following aspects: 1. Human resources; 2. Financial resources; 3. Suppliers and partners; 4. Knowledge, information and technology; 5. History, culture and experience; 6. Trademarks, exclusive names and logos; 7. Natural resources.
6 Brand strategy
6.1 General principles
Brand strategy is an important part of the overall strategy of the organization and the result of the organization's overall planning of brand management. The formulation and implementation of brand strategy plays a leading role in planning and carrying out various brand management activities.6.2 Strategy formulation
6.2.1 Strategy formulation requirements
Organizations should formulate brand strategies that are coordinated with the overall strategy of the organization based on internal and external environments and the needs and expectations of stakeholders to ensure:3
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GB/T39906—2021
-Determine the brand vision and clarify the purpose and direction of brand management;-Determine a reasonable brand architecture and clarify the brand positioning and core values ??of each brand; Plan the tasks and goals of brand management, including establishing key performance indicators in aspects that have a significant impact on brand strategy;-Regularly review the suitability of brand strategy to determine whether its brand strategy needs to be adjusted. 6.2.2 Brand Architecture Design
The organization shall integrate brand resources and determine the appropriate brand architecture to ensure: Clarify the differences and associations between brands: Determine the priorities of brand development and resource investment: - Balance brand assets and fully develop brand value; - Avoid or reduce brand risks:
6.2.3 Brand Positioning
The organization shall comprehensively consider factors such as internal and external environment, needs and expectations of customers and other stakeholders, and market positioning to determine the brand characteristics and brand image of each brand.
The organization shall clearly and accurately describe the brand positioning, including stipulating the requirements of the brand in terms of products, channels, pricing, communication, etc. The organization shall evaluate the necessity of adjusting the brand positioning in a timely manner according to changes in relevant factors. 6.2.4 Brand Core Value Refinement
The organization shall refine the important, unique or advantageous brand values ??into brand core values, and ensure that the brand core values ??are used as the basic value commitment to customers and other stakeholders. 6.3 Strategy implementation and strategic communication
The organization shall decompose the brand strategy objectives into relevant functional and hierarchical work objectives, and define the responsibilities, authorities and resources for achieving these objectives.
The organization shall ensure the implementation of the activities required to achieve these objectives, and provide the necessary resources for the organization to carry out internal and external communication of brand strategy so that customers and other stakeholders understand and support the organization in implementing the brand strategy.
7 Brand management planning and implementation
7.1 General
Brand management activities include the entire process of brand value creation, delivery and maintenance, involving the factors that affect brand value throughout the production and operation of the organization, especially the factors that form the unique value of the brand. The scope and content of brand management activities, including the required responsibilities, processes, procedures and resources, depends on the degree of influence of these factors on brand valuation.
Note: The result of planning for a specific brand and (or) a new brand can be called a brand plan. 7.2 Brand Value Creation
7.2.1 Overview
The organization identifies the factors that affect brand valuation from the five elements of brand valuation, and plans and implements brand valuation creation activities to help create higher value for customers and other stakeholders. 4
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