Members suggested to accelerate the coordinated development of brands

　　Members suggested to accelerate the coordinated development of brands

　　Beijing, March 11 (Reporter Bei Mengyuan) This year's National People's Congress and the National People's Congress, the issue of brand building is still a hot spot of concern for the delegates.

"The importance of brands to China's economic development has become a strategic consensus, but the development of Chinese brands is not satisfactory." Committee member Xie Shanghua, director of the Sichuan Intellectual Property Service Promotion Center, suggested that the system and mechanism of brand management should be reformed and the coordinated development of brands should be accelerated. .

　　"For the Fortune Global 500 in 2021, the number of Chinese companies will reach 143, accounting for 29%. In Forbes' top 100 global brands, only one Chinese brand will be listed, accounting for 1%." Member Xie Shanghua said that at present, brands There is a lack of overall planning and guidance for the implementation of the strategy, there is a shortage of professional institutions and talents for cultivating and incubating brands, and the ability of enterprises to enhance their brand influence is not strong enough.

　　In response to these problems, Xie Shanghua suggested reforming the brand management system and mechanism, and shifting from industrial collaboration to brand collaboration.

The intellectual property management department takes the lead in coordinating the "brand synergy", and builds a systematic, collaborative and organic brand overall strategy around the target market.

Cultivate the brand with "quality technology, product (service) branding, appearance and cultural creativity, management specialization, and communication content".

As with the Chief Quality Officer, set up a Chief Brand Officer.

Build a brand incubator to solve the problem of external coordination of brand services.