T/WPHT 021-2023 Business branding development strategy positioning guideline

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 implementing branding development strategies in industrial and commercial enterprises. This document is primarily applicable to strategic design and planning, as well as brand management diagnostics and strategy enhancement applications in various industrial and commercial enterprises; other types of branding efforts can also refer to and apply its principles. Key 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 fundamentally determines the direction, fate, and outcome of the enterprise." To overcome common problems in traditional enterprise development management, such as being inefficient, having vague goals, making blind decisions, and acting inconsistently, this standard aims 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 documents such as 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 current industrial and commercial enterprise development realities, this standard proposes a dedicated strategy for enterprise branding development positioning from a high-end branding perspective for the first time, covering organizational positioning, enterprise positioning, product positioning, planning

Development Information

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