王德胜：ESG已从企业的“加分项”变为生存与发展的“必答题”

Core Insights - The event "New Quality Shandong Brands Build the Future" highlighted the importance of integrating ESG (Environmental, Social, and Governance) strategies into corporate branding to enhance competitiveness and brand value in an uncertain business environment [2][3] ESG and Brand Strategy - ESG has evolved from being a supplementary aspect to a fundamental requirement for brand survival and development, emphasizing the need for companies to adopt long-term sustainable practices [3] - The integration of ESG into brand strategy allows for a comprehensive assessment of a company's sustainability and social contributions, thereby enhancing market competitiveness [3] Challenges in Brand Development - Companies face several challenges in brand development, including misalignment between brand image and actual capabilities, unclear brand positioning, and insufficient brand communication efforts [3] Recommendations for Brand Strategy - Companies should advocate for enterprise-level brand strategies that focus on how brand value propositions support the realization of unique brand value [3] - Upgrading brand positioning strategies through shared values is crucial in the social media era, as aligned values foster closer connections [3] - Implementing a dual brand strategy that includes both brand heritage and innovation is essential for growth [3] Pathways for Brand Building - Four key suggestions for effective brand building include: 1. Strengthening the inclusivity of brand building by recognizing its importance at a political level [4] 2. Incorporating brand building into overall strategic planning [4] 3. Ensuring a systematic approach to deeply integrate branding into operations [4] 4. Focusing on the long-term value creation of brands through sustained investment [4] Conclusion - In the face of significant global changes, maintaining a positive outlook and a sense of focus is essential for brands to thrive in an uncertain and diverse environment [4]