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

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GB/T 39906-2021: Requirements on brand management
GB/T 39906-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S 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.
NOT...