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GB/T 39906-2021 English PDF (GBT39906-2021)

GB/T 39906-2021 English PDF (GBT39906-2021)

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GB/T 39906-2021: Requirements on brand management

This Standard establishes the principles of brand management and specifies the general requirements of brand management organization and resources, brand strategy, brand management planning and implementation, brand management evaluation and improvement. This Standard is applicable to all types of organizations that promote brand value through brand management activities.
GB/T 39906-2021
GB
NATIONAL STANDARD OF THE
PEOPLE REPUBLIC OF CHINA
ICS 03.140
CCS A 00
Requirements on brand management
ISSUED ON: MARCH 09, 2021
IMPLEMENTED ON: OCTOBER 01, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the People's Republic of
China.
Table of Contents
Foreword ... 4
Introduction ... 5
1 Scope ... 8
2 Normative references ... 8
3 Terms and definitions ... 8
4 Principles of brand management ... 10
4.1 Leadership ... 10
4.2 Strategic leadership ... 10
4.3 Systematic management ... 10
4.4 Based on the five elements of brand value ... 11
4.5 Pursue valuable differentiation ... 11
4.6 Commitment ... 11
5 Organization and resources ... 11
5.1 General rules ... 11
5.2 Organization ... 11
5.3 Resources ... 12
6 Brand strategy ... 12
6.1 General rules ... 12
6.2 Strategy formulation ... 12
6.2.1 Strategy formulation requirements ... 12
6.2.2 Brand structure design ... 13
6.2.3 Brand positioning ... 13
6.2.4 Refinement of brand core value ... 13
6.3 Strategy implementation and strategic communication ... 13
7 Brand management planning and implementation ... 14
7.1 General rules ... 14
7.2 Brand value creation ... 14
7.2.1 Overview ... 14
7.2.2 Tangible elements ... 14
7.2.3 Quality factors ... 15
7.2.4 Innovation factors ... 15
7.2.5 Service factors ... 16
7.2.6 Intangible elements ... 17
7.3 Brand value delivery ... 17
7.3.1 Overview ... 17
7.3.2 Brand identification ... 17
7.3.3 Branding ... 18
7.4 Brand value maintenance... 18
7.4.1 Overview ... 18
7.4.2 Brand protection ... 18
7.4.3 Brand renewal and brand extension ... 19
7.4.4 Reputation and risk management ... 19
7.4.5 Brand culture construction ... 19
8 Brand management evaluation and improvement ... 19
8.1 General rules ... 19
8.2 Brand management evaluation ... 20
8.2.1 Overview ... 20
8.2.2 Determination of evaluation method and content ... 20
8.2.3 Implementation of evaluation activities ... 20
8.3 Improvement of brand management ... 21
8.3.1 Overview ... 21
8.3.2 Corrective measures ... 21
8.3.3 Continuous improvement ... 21
Bibliography ... 23
Requirements on brand management
1 Scope
This Standard establishes the principles of brand management and specifies the general requirements of brand management organization and resources, brand strategy, brand management planning and implementation, brand
management evaluation and improvement.
This Standard is applicable to all types of organizations that promote brand value through brand management activities.
2 Normative references
The following referenced documents are indispensable for the application of this Standard. For dated references, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies.
GB/T 29185-2012, Brand value - Vocabulary
GB/T 39654, Brand evaluation - Principles and fundamentals (GB/T 39654- 2020, ISO 20671:2019, IDT)
3 Terms and definitions
For the purposes of this Standard, the following terms and definitions apply. 3.1 brand
Intangible asset, including but not limited to: names, terms, symbols, images, logos, designs, or combinations thereof. It is used to distinguish products, services, and/or entities, or both. It can form unique impressions and
associations in the awareness of stakeholders, thereby generating economic benefits (value).
[Source: GB/T 39654-2020, 3.1]
3.2 brand management
Regarding the management of the brand (3.1).
3.9 brand identity system
A conjugation that can cause customers and other stakeholders to form a brand impression, consisting of a set of brand identity elements (3.10).
[Source: GB/T 29185-2012, 2.18, modified]
3.10 brand identity element
The element that is used to identify and distinguish the various concepts, behaviors and visuals of the brand.
NOTE 1: The main brand identity elements are brand name, logo, image representation, brand slogan, music, packaging and symbols.
NOTE 2: Brand slogan is a publicity language that reflects the brand concept, brand interests or brand core values.
[Source: GB/T 29185-2012, 2.19, modified]
3.11 brand extension
The behavior of using an established brand equity to expand, including upward extension, downward extension, horizontal extension, vertical extension, brand co-extension.
[Source: GB/T 29185-2012, 2.21]
4 Principles of brand management
4.1 Leadership
Leaders at all levels establish a unified purpose and direction, which helps to create conditions for all employees to actively participate in achieving brand objectives.
4.2 Strategic leadership
Taking brand strategy as the command of brand management helps to achieve the sustainable success of brand management.
4.3 Systematic management
The implementation of full-staff, full-process, and systematic brand
management will help achieve the expected results of brand management.
5.3 Resources
The organization shall ensure that the resources required for brand
management are identified and supplied, and the process of its acquisition, distribution and use shall be managed, so as to improve the efficiency of resource use. The resources required for brand management include but are not limited to the following:
- Human resources;
- Financial resources;
- Suppliers and partners;
- Knowledge, information and technology;
- History, culture and experience;
- Trademarks, proprietary names and logos;
- Natural resources.
6 Brand strategy
6.1 General rules
Brand strategy is an important part of the overall strategy of the organization. It is the result of the organization's overall planning of brand management. The formulation and implementation of brand strategy has a leading role in planning and carrying out various brand management activities.
6.2 Strategy formulation
6.2.1 Strategy formulation requirements
The organization shall formulate a brand strategy that is coordinated with the overall strategy of the organization according to the internal and external environment and the needs and expectations of related parties, ensuring: - Determine the brand vision and clarify the purpose and direction of brand management;
- Determine a reasonable brand structure, clarify the brand positioning and brand core value of each brand;
The organization shall ensure the execution of the activities required to achieve these objectives and provide the necessary resources.
The organization shall carry out internal and external communication of the brand strategy so that customers and other stakeholders can understand and support the organization to implement the brand strategy.
7 Brand management planning and implementation
7.1 General rules
Brand management activities include the entire process of brand value creation, delivery and maintenance, involving factors that affect brand value in the entire process of the organization's production and operation, especially factors that contribute to the formation of brand unique value.
The scope and content of brand management activities, including the required responsibilities, processes, procedures and resources, depending on the degree of influence of these factors on brand value.
NOTE: The result of planning for a specific brand and/or 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 value from the five elements of brand value, and plans and implements brand value creation
activities to help create higher value for customers and other stakeholders. 7.2.2 Tangible elements
Tangible elements are the material guarantee for brand management. Brand management activities related to tangible elements include but are not limited to the following:
- Determine financial resource requirements related to brand management. Allocate required financial resources. Monitor and control the effective use of financial resources;
- Ensure that the facilities and equipment used by customers and other
stakeholders are adequate and intact. Achieve the expected function and - Analyze the impact of innovation results on products, services, technologies, processes, formats, channels, especially the characteristics of
advantages compared with competitors. Determine the unique value of
innovation;
- Establish procedures to collect and deliver the unique value of innovations and transform them into the brand core value. Improve customers and
other stakeholders' awareness of the brand core value through
appropriate methods;
- When necessary, create a new brand or reposition the original brand to ensure that the brand structure and brand positioning respond to the
changes brought about by the innovation;
- Identify intellectual property rights formed by innovative activities, such as trademarks, trade names, copyrights, and patents. Take the form of
registration, registration, declaration and so on in accordance with the law to seek legal protection.
7.2.5 Service factors
Service factors are an important way to close the relationship with customers and other stakeholders. Brand management activities related to service factors include but are not limited to the following:
- In every link of material and information contact with customers and other stakeholders, study its value perception and service experience. Plan
service activities. Seek opportunities to provide valuable differentiated services. Form service specifications;
- Ensure that the determined service specifications are compatible with its brand positioning and brand core values. When necessary, formulate
service specifications for different brands, and make provisions for service types, grades, responsiveness, timeliness, service personnel, facilities and equipment;
- Formulate service provision specifications and service inspection
specifications that are compatible with service specifications. Organize and implement service activities. Ensure that service activities meet
regulatory requirements;
- Monitor and measure service levels. The monitored and measured
indicators include but are not limited to: the number of qualified service personnel, the intact rate of service facilities and equipment, service responsiveness, service standardization, and customer satisfaction.
7.3.3 Branding
The organization shall carry out brand communication activities in a manner suitable for the acquisition and understanding of customers and other
stakeholders. The content of brand communication shall reflect the brand core value, truly express the value promise, and comply with relevant laws and regulations and public order and good customs.
When the form and content of brand communication changes and affect the interests of customers and other stakeholders, the changes shall be explained to customers and other stakeholders in an appropriate manner.
7.4 Brand value maintenance
7.4.1 Overview
Organize, plan and implement brand value maintenance activities such as brand protection, brand renewal, brand extension, reputation and risk
management, brand culture construction and so on. Help prevent brand value from being damaged, and continue to maintain and enhance brand value.
7.4.2 Brand protection
The organization shall make provisions for the identification, use, protection and disposal of brand assets. The organization shall ensure to:
- Formulate measures to respond to incidents of brand equity violations. Prevent damage to the interests of customers and other stakeholders;
- Through reasonable trademark registration, patent application and other activities, including adopting defensive trademark registration, intellectual property layout and other methods, protect the image and competitive
advantage of the brand in accordance with the law;
- Make regulations on brand management and usage rights. The legal
relationship of all relevant parties shall be clarified in activities such as brand authorization and franchising;
- Establish procedures to identify, respond to and deal with violations of the law. Establish contacts with relevant administrative and judicial institutions. Protect brand rights. Protect the interests of customers and other
stakeholders.
8.2 Brand management evaluation
8.2.1 Overview
Organize, plan and implement brand management evaluation activities. Help to judge the status and level of brand management. Identify opportunities for improvement.
8.2.2 Determination of evaluation method and content
The organization can use internal or external methods to carry out brand management evaluation activities. When using internal evaluation methods, the organization shall ensure that the evaluators are competent for the tasks they undertake. The content of brand management evaluation includes but is not limited to the following aspects.
- Process monitoring and maturity review.
- Brand evaluation. The organization shall ensure that the arrangements for process monitoring and maturity review are compatible with the
importance of the process and the organization's need to improve brand
management capabilities.
The organization shall determine brand evaluation methods and indicators from the five elements and five dimensions of brand value. Evaluation indicators shall be adapted to the organization scale, brand type, evaluation purpose, external regulatory environment and other factors.
NOTE: Legal dimensions, customer and other stakeholder dimensions, market dimensions, economic and policy environment dimensions, and financial dimensions are collectively referred to as five dimensions.
8.2.3 Implementation of evaluation activities
The organization shall implement brand management evaluation activities in accordance with prescribed procedures. Record the evaluation information obtained. Report the phenomenon found that the requirements are not met or the expected objectives are not achieved.
The organization shall analyze the evaluation information. When needed, different methods can be used to analyze and compare the information.
Compare with major competitors, other optional brands or benchmarks.
The organization shall be based on the analysis of the evaluation information.

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