World International Brand United Nations Development Program
United Nations Headquarters in New York,USA
The development situation and significance of global brand
World-class international brand building has become a new driving force for global economic development
World-class international brand building has become a new opportunity to reshape the competitive advantage of all countries
World-class international brand building will become a new way to enhance the governance capacity of governments
二、指导思想The guiding ideology
三、总体目标The overall goal
To build the world's international brand new brand, to form the global collaboration brand governance and promote the new model
Establish a stable and safe and efficient brand evaluation and operation mechanism
Build a new brand service system based on brand evaluation, brand certification, brand communication and brand formation
To form an innovative driving pattern of international brand culture
Cultivate high-end brand enterprises and develop new ecology of international brand industry
四、主要任务The main task
We will accelerate the openness and sharing of government brand information, promote integration of resources and improve global brand governance
Promote the development of quality brand innovation, cultivate new brand and help brand economy to form
Strengthen brand security, improve brand management level, promote brand healthy development
Improve global quality brand service and organization implementation mechanism
We will accelerate the construction of the UN brand system.
Improve the development mechanism of brand market
Establish the United Nations brand standard system
We will increase financial support for financial brands.
Strengthen the brand building professional personnel training
To promote international brand exchange and cooperation world wide
World International Brand United Nations Development Program
前 沿 preface
Brand building and formation is a long and historical process, which needs scientific research, scientific evaluation, scientific certification and wide dissemination. It is not the recognition of the brand, nor is it the name of the wide and informed or brand bright that the brand! He must go through a third party organization of the United Nations that has no political orientation and no interest link, through scientific, rigorous, strict, fair and impartial evaluation, screening and certification. Otherwise, commodities and products cannot be called brand names, but only as commodities!
Brand has always the essence and core, but also has an extremely rich extension and appearance. The World International Brand Congress stipulates that the brand determined by the essence of the brand is the true brand, and the brand determined by the denotation of the brand is the extension brand, that is, the fake brand.
1. The concept and definition of brand: brand is the unity of quality, quality and character, quality is the core of brand, character is the essence of brand, grade is the fixed force of brand, brand is organic unity of quality, quality and taste, Perfect fusion, the three can not be biased, not one can not! The name, trademark, tag and reputation of the goods are all part of the brand, but they are not the essence of the brand! Just from a certain point of view or aspect of the brand absolutely can not determine the brand!
2. The dimensions and elements of brand: whether a commodity is a brand should be measured and evaluated from nine dimensions of quality and character grade and more than 300 elements. Rather than from a certain point of view of the brand, certain elements can be determined! For example, material selection, standard, quality, process, service, credit, environment, quality, appearance, interior and so on.
3. Brand classification: now the society is basically the reputation of goods, brand name is called brand, this is the distortion and misunderstanding of the brand! Is also a conceptual mistake, so, caused many countries fake brand, fake brand. And has made fake and shoddy brands second only to drugs and the world's people's import and security of the second largest cancer! Therefore, the World Brand Conference Committee attaches great importance to the construction of global brands. Also is standardizing the brand work of the whole world country step by step.
关于品牌，可以从不同的角度进行分类：Brands can be classified from different perspectives:
(1) it can be divided into soft brand and hard brand according to the form of commodity, such as service, management, administration and so on, all belong to soft brand, such as software, hardware, industrial and agricultural products, material, machinery, military product, high technology and so on all belong to the hard brand.
(2) from the perspective of brand formation, it can be divided into brand research, brand evaluation, brand screening, brand certification, brand communication (also called brand promotion, brand propaganda), including brand management, brand strategy, brand planning, brand operation, Brand marketing). In fact, most people mistake brand communication as brand formation, brand building or brand building! A lot of international jokes! Even some governments and state media are constantly making silly jokes!
(3) it can be divided into brand science, brand production, brand evaluation and brand operation.
(4) from the inherent nature of brand, brand is not only scientific, but also economic, that is, the duality of brand. Can be divided into scientific brand and economic brand.
(5) divided into world-class international brand, world brand, international brand, intercontinental (regional) brand, national brand, provincial brand, industry brand, regional brand, manufacturer brand and so on.
(6) according to the classification of brand recognition, it can be divided into public brand (non-political, non-economic and scientific evaluation brand), self-brand (brand determined by governments), Enterprise's own notification brand and advertising brand and conference brand (famous brand). Spread through conferences and meetings)
Brand is both scientific and economical, and the brand is not economical before entering the business segment. The brand is economical when entering the business link. At present, the scientific nature of the brand is seriously neglected, and the majority of it focuses on the economic, politicization and interest of the brand, which greatly undermines the image and essence of the brand. To this end, the world conference on international brand on the world-class international brand concept gives a new definition of the world-class international brand evaluation system to give the new connotation and rules, the screening and evaluation of a world-class international brand, build, and created a new channel and platform formation, hope governments responded positively, social groups, organizations, enterprises, seriously implement, give full play to the window at the United Nations world conference on international brands and channels, evaluation system and rules, develop world-class international brands from country to country. For mankind peace, economic development, social progress, people's health make due contribution.
At present, although there are certain base global brand construction and development, has great market demand and development potential, but there are also political interests and economic interests of the serious problems, such as lack of top-level design and overall planning, evaluation and cultivation, the formation and propagation aspects and so on all have problem, need to be addressed.
According to the UN sustainable development target, eliminate poverty, disease, equality between men and women, sanitation, sharing resources, decent work, healthy living, responsible consumption, peace everywhere, the industrial system is perfect, all related to the rich high quality branded goods.