GB/T 38372-2020 English PDF

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GB/T 38372-2020: Guidance for enterprise brand cultivation
Status: Valid

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Basic data

Standard ID: GB/T 38372-2020 (GB/T38372-2020)
Description (Translated English): Guidance for enterprise brand cultivation
Sector / Industry: National Standard (Recommended)
Classification of Chinese Standard: A00
Classification of International Standard: 03.100
Word Count Estimation: 11,130
Date of Issue: 2020-12-14
Date of Implementation: 2021-07-01
Quoted Standard: GB/T 29185; GB/T 29187; GB/T 29188; ISO 20671-2019
Regulation (derived from): National Standard Announcement No. 28 of 2020
Issuing agency(ies): State Administration for Market Regulation, China National Standardization Administration
Summary: This standard specifies the guidance and recommendations for corporate brand cultivation, and specifies the factors that companies need to consider in terms of organization and resources, implementation process, strategic planning, process management, measurement and evaluation, and improvement and innovation in brand cultivation activities. This standard is applicable to enterprises to develop brand cultivation and continuously enhance brand value.

GB/T 38372-2020: Guidance for enterprise brand cultivation

---This is a DRAFT version for illustration, not a final translation. Full copy of true-PDF in English version (including equations, symbols, images, flow-chart, tables, and figures etc.) will be manually/carefully translated upon your order.
(Corporate Brand Cultivation Guide) ICS 03:100 A00 National Standards of People's Republic of China Corporate Brand Cultivation Guide 2020-12-14 release 2021-07-01 implementation State Administration for Market Regulation Issued by the National Standardization Management Committee

Table of contents

Preface Ⅲ Introduction Ⅳ 1 Scope 1 2 Normative references 1 3 Terms and definitions 1 4 Organization and resources 1 4:1 Organization 1 4:2 Resources 1 5 Implementation process of brand cultivation 1 5:1 General 1 5:2 Strategic Planning 2 5:3 Process Management 2 5:4 Measurement and evaluation 2 5:5 Improvement and Innovation 2 6 Strategic planning for brand cultivation 2 6:1 General 2 6:2 Brand architecture and brand positioning 2 6:3 Brand core value 3 7 Process management of brand cultivation 3 7:1 General 3 7:2 Brand Value Creation Process 3 7:2:1 Overview 3 7:2:2 Tangible Elements 3 7:2:3 Quality factor 3 7:2:4 Elements of Innovation 3 7:2:5 Service Elements 3 7:2:6 Intangible Elements 4 7:3 Brand value transmission and maintenance process 4 7:3:1 Overview 4 7:3:2 Brand Identity 4 7:3:3 Brand Communication 4 7:3:4 Brand Protection 4 7:3:5 Brand update and brand extension 4 8 Measurement and evaluation of brand cultivation 5 8:1 General 5 8:2 Process maturity evaluation 5 8:3 Brand Value Evaluation 5 9 Improvement and innovation of brand cultivation 5 9:1 General 5 9:2 Improvement 5 9:3 Innovation 5 Reference 6

Foreword

This standard was drafted in accordance with the rules given in GB/T 1:1-2009: This standard was proposed and managed by the National Brand Evaluation Standardization Technical Committee (SAC/TC532): Drafting organizations of this standard: China Aviation Technology Research Institute, China Brand Building Promotion Association, China National Institute of Standardization, China Metrology University School, Shenzhen Institute of Standards and Technology, China Association of Equipment Supervision, Zhuhai Rossini Watch Industry Co:, Ltd:, Yazhen Home Furnishing Co:, Ltd:, Wave Boutique (Shenzhen) Co:, Ltd:, Qingdao Coolte Intelligent Co:, Ltd:, Tsingtao Brewery Co:, Ltd:, Yibin Wuliangye Co:, Ltd: the company: The main drafters of this standard: Zhou Hongning, Lu Lili, Meng Peng, Kang Jian, Lu Anran, Wu Fang, Tian Wu, Le Wei, Yang Zhihua, Li Qiang, Jiang Guoliang, Yao Chun, Song Yinfeng, Ma Yuming, Zhao Wenyuan, Gao Jiekai:

Introduction

This standard provides guidelines for companies to carry out brand cultivation activities: The application of this standard helps companies: a) Take advantage of the five elements of tangible elements, quality elements, innovation elements, service elements and intangible elements to enhance brand value; b) Enhance the ability to fulfill promises and differentiated competitive advantages to meet the needs and expectations of customers and other related parties; c) Enhance brand awareness, recognition, reputation and loyalty, and enhance sustained profitability; d) Improve the ability to grasp opportunities and respond to risks; e) Confirm that the organization has the ability to stably meet the value needs of customers and other related parties: Companies can establish and implement a brand cultivation management system, integrate brand cultivation into the whole process of enterprise production and operation, and improve brand cultivation: Effectiveness and efficiency: Adopting this standard to carry out brand cultivation activities will help create a better environment for enterprises to apply brand cultivation techniques and methods: This standard is a general guide for corporate brand cultivation, and can provide guidance for the formulation of relevant standards: Corporate Brand Cultivation Guide

1 Scope

This standard provides guidance and suggestions for corporate brand cultivation, and gives the organization, resources, and implementation of brand cultivation activities: Factors to be considered in process, strategic planning, process management, measurement and evaluation, and improvement and innovation: This standard is applicable to enterprises to develop brand cultivation and continuously enhance brand value:

2 Normative references

The following documents are indispensable for the application of this document: For dated reference documents, only the dated version applies to this article Pieces: For undated references, the latest version (including all amendments) applies to this document: GB/T 29185 Brand Value Terms GB/T 29187 Brand Evaluation Brand Value Evaluation Requirements GB/T 29188 Brand Evaluation Multi-period Excess Income Method ISO 20671:2019 Brand Evaluation Principles and Fundamentals (Brandevaluation-Principles and Fundamentals)

3 Terms and definitions

The terms and definitions defined in GB/T 29185 and ISO 20671:2019 apply to this document:

4 Organization and resources

4:1 Organization Enterprises need to determine the organization of brand cultivation, and clarify their responsibilities and authorities: This includes but is not limited to the following: a) Top management and its leadership and commitment; b) The person in charge of brand development and their responsibilities and authorities; c) Responsibilities, powers and interrelationships of relevant departments and their brand cultivation: 4:2 Resources The company identifies, configures and manages the resources needed to develop a brand, including but not limited to the following: a) Human resources; b) financial resources; c) partners; d) natural resources; e) Knowledge, information and technology:

5 Implementation process of brand cultivation

5:1 General Brand cultivation is a systematic management activity of an enterprise: Establishing a systematic management mechanism for brand cultivation will help improve the corporate brand cultivation ......

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