T/WPHT T/WPHT020-2023: A Five-Step Strategy Guide for Micro, Small, and Medium-sized Enterprises to Quickly Strengthen Their Brands

Scope

Scope: This document specifies the terminology, definitions, strategies, methods, and verification measures for how small and medium-sized enterprises (SMEs) can rapidly strengthen their brands. This document is primarily applicable to newly established SMEs or those with limited resources that believe in the power of brands and are committed to quickly creating well-known brands, as well as market-oriented economic entities. Large enterprises can also refer to and apply it as needed. Main technical content: To help SMEs overcome the constraints of late start, limited resources, and weak resilience, quickly adapt to the development of the market economy, and meet the requirements of high-quality development. Based on the logic of brand development and construction requirements, combined with the actual situation of SMEs, this standard proposes a "Five-Step Rapid Strengthening Strategy" for SMEs to overcome their weaknesses and achieve leapfrog development, which includes the following five steps: "targeting, establishing roots, growing, strengthening, and enhancing". Six skills - "three-dimensional branding method", "personalized branding method", "brand optical method", "brand core value method", "low-cost marketing method", and "personality-based management method" - are used to inject brand-based driving force into SME development and help them rapidly strengthen their brands. The application of this document requires the key support of three strategic standards: T/WPHT003-2021 "Guidelines for Strategic Positioning of Brand Development for Industrial and Commercial Enterprises", T/WPHT004-2021 "Guidelines for Strategic Construction of Brand Core Value for Industrial and Commercial Enterprises", and T/WPHT005-2021 "Guidelines for Low-Cost Brand Marketing Strategy for Industrial and Commercial Enterprises". Only by integrating with these three standards can a complete "Five-Step Rapid Strengthening Strategy for SME Brands" be formed. The standard includes various

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