T/CANA 002.1~002.4-2020 Active

Scope: This standard specifies the general requirements for brand construction objectives, brand organization construction, brand system construction, brand culture and theory construction, brand construction practice, and brand construction effectiveness. This standard applies to manufacturing, service, and trading enterprises conducting brand construction independently, as well as brand service agencies providing consulting, advisory, and guidance services to enterprises in brand construction. It also applies to third-party evaluations. Main technical content: The technical content of the four standards is as follows: 1. General Principles This series of standards consists of four parts: *Guide for Enterprise Brand Construction - General Principles*, *Guide for Enterprise Brand Construction - Manufacturing Enterprises*, *Guide for Enterprise Brand Construction - Service Enterprises*, and *Guide for Enterprise Brand Construction - Trading Enterprises*. In terms of structural design, the general principles outline the common standards for brand construction in manufacturing, service, and trading enterprises, i.e., the content and elements of brand construction that different types of enterprises should implement collectively. The three standards for manufacturing, service, and trading enterprises are based on the general principles and unify the corresponding indicator elements according to the full-process approach, while maintaining a uniform format. *Guide for Enterprise Brand Construction - General Principles* stipulates the general requirements for brand construction from seven aspects: brand construction objectives, brand organization construction, brand system construction, brand culture and theory construction, brand construction implementation, brand construction effectiveness, and brand construction evaluation. It is applicable to the brand construction of manufacturing, service, and trading enterprises. This standard focuses on the overall scope