T/ZCL 008-2021 Active Group standards

T/ZCL 008-2021 Charitable Project Branding Guideline

Publish Date: 2021-12-21 Implement Date: 2021-12-21 For services related to genuine standard inquiry, procurement, translation, and other related services in China, please Contact Us

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Basic Information

Standard Code: T/ZCL 008-2021

Standard Type: Group standards

Standard Status: Active

is_force_gb: no

CCS Name: The relationship between supply and use

ICS Name: The comprehensive organization and management of the company (enterprise)

Publish Date: 2021-12-21

Implement Date: 2021-12-21

Scope

Scope: This document sets out the basic principles of brand building for charity projects, including brand identity, brand positioning, brand communication, brand maintenance, crisis management, brand innovation, brand extension, and performance evaluation requirements. This document is applicable to the construction of charity project brands. Main technical content: - Preface - 2 Scope - 3 Normative reference documents - 4 Terms and definitions - 4.1 Public welfare - 4.2 Standardization - 4.3 Effectiveness - 4.4 Identifiability - 4.5 Fairness - 4.6 Innovation - 4.7 Sustainability - 5 Brand identification - 5.1 Concept identification - 5.2 Behavior identification - 5.3 Visual identification - 6 Brand positioning - 6.1 Needs analysis - 6.2 Differentiated analysis - 6.3 Determining brand positioning - 6.4 Adjusting brand positioning - 7 Brand communication - 7.1 Advertising communication - 7.2 Mainstream media communication - 7.3 Event communication - 7.4 Leader communication - 7.5 Self-media communication - 8 Brand maintenance - 8.1 Maintaining brand image - 8.2 Protecting brand assets - 9 Crisis management - 9.1 Handling principles - 9.2 Management steps - 9.3 Action strategies - 10 Brand innovation - 11 Brand extension - 12 Performance evaluation - Appendix A (informative) - Performance evaluation indicators for charity project brands - Reference materials - Figure 1: Crisis handling steps - Figure A.1: Performance evaluation indicators for charity project brands