GB/T 39904-2021Guidance for regional brand cultivation and construction (English PDF)

Foreword

This document is in accordance with the provisions of GB/T 1.1-2020 "Guidelines for Standardization Work Part 1: Structure and Drafting Rules of Standardization Documents" Drafting.

Introduction

0.1 General By cultivating and effectively managing regional brands, giving play to the scale effect of regional brands, and promoting regional economic development, it is becoming more and more influenced by local governments.

The government attaches great importance to it. Create a regional brand and achieve its influence from weak to strong, and become a century-old brand. On the one hand, it is necessary to effectively prevent regional brands due to their The risk crisis faced by public attributes; on the other hand, it is necessary to promote the continuous improvement of regional industrial quality, continuous innovation of regional industrial technology, and related services Continuous improvement, continuous improvement of tangible elements such as industrial development infrastructure and public service platforms in the region, and intangible elements such as regional cultural connotation and knowledge The element value is constantly enriched, and the popularity and competitiveness of regional brands are continuously improved; at the same time, it is also necessary to regularly review the performance of regional brand cultivation and construction. Improve by continuous improvement.

Regional brands are non-transferable with characteristics and advantages such as subject multiplicity, public attributes and regional natural resources, historical culture, social resources, etc. Sex and other characteristics.

This document is based on the theory of five elements of brand value, combined with the theory of industrial competitiveness and regional brand characteristics, and fully analyzes domestic and foreign regional products.

On the basis of practical cases of brand cultivation and construction, it is researched and formulated after innovation and summary of its general rules.

0.2 The multiplicity of regional brand entities The formation and sustainable development of regional brands is a result of regional enterprises (including upstream and downstream enterprises and supporting enterprises) and local governments and their related As a result of the joint efforts of various organizations such as departments, industry associations, industry alliances, scientific research quality and technical service institutions, the main body of their cultivation and construction has Multiplicity, the ownership of its property rights is usually not clear, and there is no clear legal subject.

0.3 Public attributes of regional brands Regional brands have public attributes such as non-competitiveness and externality.

For any given regional brand, increasing the use of enterprises in a region will not cause any increase in regional brand costs. That is, the non-competitiveness of regional brands.

When an enterprise in the region develops and grows due to technological innovation and other reasons, the increase in its corporate brand value drives the regional brand value.

Improve, and other companies will benefit from it. When a certain company in the region abuses the regional brand with inferiority and superiority, its ethical behavior will lead to regional products.

Brand value declines, other companies in the region will also be implicated, that is, the externality of the regional brand.

0.4 Regional brand crisis The characteristics of non-competitiveness and externality of regional brands can easily lead to risks such as "tragedy of the commons", "lemon market", "herd effect", "brand linkage" Occurrence, affecting the long-term development of regional brands.

Enterprises in the region share regional brands. Due to the unclear property rights of the regional brands, the regional brands are over-consumed, and some corporate products Harmful business behaviors such as uneven good and bad, cutting corners, price cuts and dumping have caused the phenomenon of a decline in the overall reputation of regional brands, that is, the "tragedy of the commons".

A few or some companies in the region have caused "inferior products" through vicious price competition, substandard products, fake or inferior brands, or "counterfeit" brands. "Expulsion of good products" is related to poor product quality, but due to information asymmetry, consumers cannot distinguish and lose trust in all products, causing regional products. The phenomenon of brand reputation damage is the "lemon market".

The mutual imitation of enterprises in the region causes the homogeneity of products or the highly similar product structure, which intensifies the fierce competition among regional enterprises.

Faced with limited market capacity, companies are racing to cut corners and produce shoddy and shoddy products to reduce production costs and gain competitive advantage. Elephant, that is, the "herding effect".

The speculative or unethical behavior of individual companies in the region has caused other companies in the region to be implicated, resulting in consumers' Crisis of trust, the phenomenon of obvious damage to regional brand image and reputation, that is, "brand linkage".

0.5 Regional advantage factors The formation of a regional brand is closely related to the characteristics and advantages of the region. It has strong regional characteristics.

Globalization, social resources, etc. will affect the choice and development of industries in the region, and affect the formation of a unique regional reputation. Regional brands cannot be separated from one another.

A certain area is non-transferable. Regional advantage factors include natural resources, human resources, technology, high-tech, social and economic Economic factors, leading enterprises' driving effect, enterprise agglomeration effect, regional policy effect, etc.

Naturally existing mineral resources, land resources, water resources, climate resources, biological resources, location geography, natural scenery, etc. in the region Become an important resource endowment for cultivating regional brands, that is, natural resource advantages.

Regional history, culture, national culture, regional culture, customs, religious culture, human landscape, etc. have undergone long-term cultural accumulation, dissemination or The intellectual resources of colleges and universities and other historical inheritance factors have become important human resources for cultivating regional brands, that is, the advantages of human resources.

Factors such as traditional industrial craftsmanship and high technology in the region have become the technological advantage conditions that affect the cultivation of regional brands, that is, process technology Advantage.

The policy environment, transportation, talents, and human resources that can determine or influence the development scale, production cost, and economic benefits of an industry in the region Favorable socio-economic factors such as capital, information, and trade barriers are the advantages of socio-economic factors.

One or several influential companies in the region have formed their own high-quality brand-name companies and knowledge through the creation of corporate brands and product brands.

Famous brands have the driving effect of leading enterprises that cultivate regional brands, that is, leading enterprises drive advantages.

Small and medium-sized enterprises scattered in the region have spontaneously formed an industrial cluster for a long time. Through overall planning and reasonable layout, they have the ability to cultivate regional brands. The agglomeration effect is the advantage of enterprise agglomeration.

The regional government concentrates the necessary policy resources and financial support to guide the development of regional industries, and through institutional innovation, the use of market means to take advantage of the trend Guide, provide service support for the cultivation of regional brands, that is, the advantage of regional policy effects.

Enterprises in the region develop and produce marketable products in response to external market demand, catch the demand of the consumer market in a timely manner, and expand the market.

1 Scope

This document provides the framework, general methods and approaches for regional brand cultivation and construction, including regional brand management agencies, regional product Brand strategic planning, regional brand maintenance and risk prevention, regional brand competitiveness enhancement, regional brand cultivation and construction performance evaluation and improvement, etc. Guidance and suggestions.

This document is suitable for regional brand management agencies to carry out regional brand cultivation and construction activities, and it is also suitable for third-party organizations to carry out related consultations. Inquire about service activities.

2 Normative references

The contents of the following documents constitute the indispensable clauses of this document through normative references in the text. Among them, dated quotations Only the version corresponding to that date is applicable to this document; for undated reference documents, the latest version (including all amendments) is applicable to this document.

GB/T 29185-2012 Brand Value Terms

3 Terms and definitions

The following terms and definitions defined in GB/T 29185-2012 apply to this document.