T/WPHT 029-2023 Guidelines for Brand Development Strategy of Industrial and Commercial Enterprises

Scope

Scope: This document stipulates a series of requirements regarding the connotation, methods, and measures of branding development strategies for industrial and commercial enterprises, and serves as the fundamental guideline for their implementation of branding development strategies. This document is primarily applicable to strategic design and planning, as well as brand management diagnosis and strategic improvement in various industrial and commercial enterprises. Other types of brand building can also refer to and apply its principles. Main technical content: Based on the branding philosophy that "a good beginning is half the battle; positioning is the starting point, foundation, and development origin of an enterprise, and it relates to the fundamental principles of an enterprise's direction, fate, and outcome; high-quality development of an enterprise's branding must first address the issue of development positioning." To overcome common problems such as the crude management of traditional enterprise development, unclear goals, blind decision-making, and inconsistent actions, and to guide enterprises to adopt a strategic and proactive approach to high-quality development, this standard is based on brand characteristics and development logic, and references the spirit of DB41/T1192-2016 *Guide for Brand Building*, GB/T29187-2012 *Requirements for Brand Evaluation and Brand Value Assessment*, ISO9001-2000 *Quality Management System Standards*, GB/T19580-2004 *Excellence Performance Evaluation Criteria*, and *Guiding Opinions of the Central Committee of the Communist Party of China and the State Council on Quality Improvement*. Drawing on extensive practical experience in enterprise branding, and in light of the current development realities of industrial and commercial enterprises, this standard proposes a dedicated strategy for enterprise branding development positioning for the first time from the perspective of high-end branding thinking, covering organiza

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