国务院国资委印发《关于新时代中央企业高质量推进品牌建设的意见》

Core Viewpoint - The State-owned Assets Supervision and Administration Commission (SASAC) has issued guidelines to enhance brand construction and value for central enterprises, emphasizing a comprehensive approach to brand management and development. Group 1: Brand Strategy Management - The importance of integrating brand strategy into overall enterprise development is highlighted, with a focus on the entire process of brand strategy formulation, implementation, and optimization [1] - The need for a closed-loop management system for brand strategy is emphasized to ensure alignment with enterprise development strategies [1] Group 2: Brand Value Enhancement - The guidelines stress the significance of self-innovation, high quality, excellent culture, social responsibility, and integrity as core elements for brand creation and development [1] - The aim is to build first-class brands that enhance brand recognition and loyalty [1] Group 3: Brand Process Management - The document outlines the necessity of managing six aspects of brand processes: brand concept, brand structure, brand protection, brand reputation, brand communication, and brand experience to improve brand awareness and reputation [2] Group 4: Brand Asset Management - Effective identification and scientific evaluation of brand assets are crucial for nurturing high-quality brand assets, which support the high-quality development and preservation of state-owned assets [1] Group 5: Brand Internationalization - The guidelines call for the development of international brand strategies to enhance global influence, particularly through the Belt and Road Initiative [2] - A focus on creating a responsible and warm international brand image is emphasized [2] Group 6: Organizational Support - The need for strong organizational support is outlined, including enhancing organizational promotion, brand investment, cultivating brand benchmarks, and improving supervision and assessment [2]