T/ZJYKHR 004-2024 Guidance for cultivating high-end human resources service industry brands enterprises

Scope

Main technical content: 2.1 Brand Communication: Activities to convey brand information through various media channels to promote the brand to the market and consumers. 2.2 Brand Image: The process where consumers and other stakeholders select and process brand-related information, forming a collection of impressions and associations about the brand, which can be divided into two parts: the displayed image and the remembered image. 2.3 Brand Vitality: The survival and development capabilities of the brand in the market economy during its life cycle, which include resource advantages, technology, management, and marketing advantages. 2.4 Brand Identification: Defining brand associations that can attract consumers and differentiate the brand from competitors at the product, enterprise, person, and symbol levels. Together with the brand's core values, these associations form a rich brand image. 2.5 Brand Management: A business management process that comprehensively utilizes enterprise resources to achieve the strategic goals of the enterprise's brand through planning, organization, implementation, and control. 2.6 Brand Equity: The total value of the brand as an independent asset, the strength of consumers' attachment to the brand, and the associations and beliefs that consumers have about the brand. 2.7 Risk Management: The process of weighing the benefits and costs of reducing risk and deciding on the measures to be taken.

Development Information

Related Standards