The central enterprise takes brand strategy to lead the creation of world class!

Approved by the state council, the Chinese brand day will be established on May 10 every year since 2017.The national development and reform commission (NDRC) jointly organized the first "China brand day" event.

During the Chinese brand daily media briefing on May 9, the head of the state council's state-owned assets supervision and administration bureau introduced the situation of the central enterprises in brand building.

Guiding the design policy of the state council's state-owned assets supervision and administration commission

In recent years, the sasac will brand construction as a supply side structural reforms, quality, and the efficiency upgrading, speed up the development optimal do big, important fulcrum of realizing "three changes", try to cultivate the "China brand".The state-owned assets supervision and administration commission of the state council has issued the guiding opinions on strengthening the construction of the central enterprise brand and other documents, to further strengthen the brand construction of top-level design and strategy, efforts to cultivate the "China brand".At the same time, the state-owned assets supervision and administration under the state council, constantly improve the system of performance appraisal and incentive allocation, promote enterprises to strengthen the construction of brand and brand construction should be brought into the assessment, to explore in the annual appraisal will be put into as part of the brand performance profits back into policy.In addition, the state-owned assets supervision and administration commission of the state council also have held the central enterprise brand construction work symposium, brand construction salon, etc., comprehensively promote the central enterprises to strengthen the construction of brand and improve the brand value and brand products market share.

Initial results of the brand construction of central enterprises

In recent years, the brand awareness of central enterprises has been enhanced, and a number of influential brands are gradually forming.For many years, China mobile, sinopec, China petroleum, China telecom and other brands have been selected into the world's leading list of leading brands.The construction of the central enterprise brand system has been continuously improved.Cofco, China chemical industry and other enterprises introduce professional talents with multinational company brand work experience, as the head of brand department.China mobile and state grid have established a brand building evaluation index system from brand communication, brand maintenance, identity management, social responsibility and public welfare undertakings.The path of brand creation of central enterprises is gradually clear.Some enterprises rely on core technologies to cultivate their own brands, and some enterprises create well-known brands through merger and acquisition. Some enterprises build famous brands with good quality.For example, central enterprises have formed a number of independent brands in various fields.Products such as high-speed railway, nuclear power and ultra-high voltage grid have become the national business CARDS.Central enterprises are distributed in various industries and their brand communication has its own characteristics.Avic, China petroleum, anshan iron and steel companies such as in-depth study Luo Yang, wu observatory, 'he, mingyi guo advanced characters, such as carrying forward the culture of devotion, yong as the state, to expand the state's influence."You use electricity, my heart", "star travel companions, walker boundless", the state grid, China's tourism by spreading such as close to the customer and brand slogan filled with good vision, constantly increase the brand awareness of the state.

The central enterprise brand leads the enterprise development

Achievements are only one aspect of the construction of the central enterprise brand.Central enterprises in brand building are still gap compared with world first-class enterprise, the brand added value is not high, internationally competitive high-end brand is not much, need to increasing variety, quality, creates the brand "" more effort.It is understood that sasac will guide the central enterprises to strengthen the overall quality management, strengthen the brand strategy, and build the world-class independent brand.In the aspect of brand strategy, brand management is integrated into the whole process of enterprise production and operation and the whole field, gradually realizing the brand lead enterprise development.In terms of brand communication, make full use of traditional media, new media and self-media to carry out integrated marketing communication and improve the effectiveness of brand communication.In terms of brand protection, domestic and international registration of trademarks should be done to combat brand infringement and safeguard the legitimate rights and interests of brands.In terms of brand investment, we will increase input, establish and perfect specialized brand management institutions, cultivate and introduce professional brand talents, and accelerate the professional level of brand management of central enterprises.