T/WPHT 007-2021 Corporate Branding and Culture Strategy Guide for Business Enterprises

Scope

Scope: This standard specifies the concept, connotation, purpose, principles, methods, and measures of brand-oriented corporate culture strategies for industrial and commercial enterprises; This standard is primarily applicable to large-scale industrial and commercial enterprises, especially state-owned central enterprises and other standardized large-scale economic entities or organizations, which aim to create excellent corporate brands, product brands, and cultural brands. It emphasizes innovative application in light of actual circumstances; Small and micro enterprises or organizations may selectively apply its key principles in accordance with their needs; Main technical content: To adapt to the new demands and requirements of corporate culture construction in the era of brand economy, overcome the drawbacks of "separation between corporate culture and business operations" in traditional corporate culture construction and the extreme "logo-centric" phenomenon in the early stages of brand culture development, and establish a complete, systematic, comprehensive, and effective new advanced corporate culture construction system that effectively promotes industrial and commercial enterprises in creating excellent brands and achieving high-quality development. This standard, based on brand characteristics and development logic, references standards such as DB41/T1192-2016 *Guide for Brand Construction*, GB/T29187-2012 *Requirements for Brand Evaluation and Brand Value Assessment*, ISO9001-2000 *Quality Management System Standards*, and GB/T19580-2004 *Excellence Performance Evaluation Criteria*, and aligns with the spirit of *Socialist Core Values*. Combined with the reality of corporate culture construction in a market economy environment, it proposes for the first time a new corporate culture construction system led by socialist core values, characterized by brand values, and guided by brand creation, integrating traditional corporate culture, brand culture

Development Information

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