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《世界国际品牌联合国发展纲要》 World International Brand United Nations Development Program WIBDC
United Nations Headquarters in New York,USA
WIBEIS 目 录 Directory 前 言preface 一、全球品牌的发展形势和重要意义 The development situation and significance of global brand （1 World-class international brand building has become a new driving force for global economic development （2 World-class international brand building has become a new opportunity to reshape the competitive advantage of all countries （3 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 （一）打造世界国际新品牌、形成全球协作的品牌治理和促进新模式 To build the world's international brand new brand, to form the global collaboration brand governance and promote the new model （二）建立运行平稳、安全高效的品牌评价运行新机制 Establish a stable and safe and efficient brand evaluation and operation mechanism （三）构建以品牌评价、品牌认证、品牌传播、品牌形成为主线的品牌服务新体系 Build a new brand service system based on brand evaluation, brand certification, brand communication and brand formation （4 To form an innovative driving pattern of international brand culture （5 Cultivate high-end brand enterprises and develop new ecology of international brand industry 四、主要任务The main task （一）加快各国政府品牌信息开放共享，推动资源整合，提升全球品牌治理能力 We will accelerate the openness and sharing of government brand information, promote integration of resources and improve global brand governance （二）推动品质品牌创新发展，培育新兴品牌，助力品牌经济形成 Promote the development of quality brand innovation, cultivate new brand and help brand economy to form （三）强化品牌安全保障，提高品牌管理水平，促进品牌健康发展。 Strengthen brand security, improve brand management level, promote brand healthy development 五、政策机制Policy mechanism （一）完善全球品质品牌服务和组织实施机制 Improve global quality brand service and organization implementation mechanism （二）加快联合国品牌制度建设 We will accelerate the construction of the UN brand system. （三）健全品牌市场发展机制 Improve the development mechanism of brand market （四）建立联合国品牌标准规范体系 Establish the United Nations brand standard system （6 We will increase financial support for financial brands. （7 Strengthen the brand building professional personnel training （8 To promote international brand exchange and cooperation world wide 《世界国际品牌联合国发展纲要》 （草案） World International Brand United Nations Development Program （2017—2043年） 前 沿 preface 品牌建设与形成是一个漫长而历史的过程，需要科学研究、科学评价、科学认证和广泛传播。不是人们认可即品牌，也不是广而告知的名气大或者牌子亮即品牌！他必须经过不带政治倾向、没有利益关联的联合国第三方组织，经过科学、严谨、严格、公平、公正的评价、筛选与认证，否则，商品、产品不能叫做品牌，只能称谓商品！ 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! 品牌具有始终的本质与核心，也具有极其丰富的外延与表象。联合国世品委世界国际品牌大会委员会规定，以品牌本质确定的品牌是真品牌，以品牌外延表象确定的品牌是外延品牌即假品牌。 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.品牌的概念与定义：品牌就是商品质量品质品格品位的统一体，品质是品牌的核心，品格是品牌的精髓、品位是品牌的定力；品牌是品质品格品位的有机统一，协同一致，完美融合，三者不可偏颇，缺一不可！其中商品的名称、商标、吊牌、名气均是品牌的组成部分，但他们不是品牌的本质！仅仅从品牌的某一角度或者方面绝对不能确定品牌！ 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.品牌的维度与要素：一个商品是不是品牌，要从商品品质品格品位的九大维度、三百多个要素去衡量与评价。而非从品牌的某一角度，某些要素就可以确定！比如说选材要素、标准要素、质量要素、工艺要素、服务要素、信用要素、环境要素、质保要素、外观要素、内部要素等等。 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.品牌的分类：现在社会上基本是将商品的名气大、牌子亮叫做品牌，这是对品牌的扭曲与误解！也是概念性的错误，所以，造成了许多国家的国家假品牌、假名牌。而且已经使假冒伪劣品牌成为仅次于毒品的危害世界人民进口与安全的第二大毒瘤！因此，联合国世品委世界品牌大会委员会高度重视全球各国品牌的建设工作。也正在逐步规范全球各国的品牌工作。 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）从商品的形态可以分为软品牌与硬品牌；比如说服务，管理，行政等都属于软品牌，比如说软件、硬件、工农业产品、材料、机械、军品、高科技等等均属于硬品牌。 (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）从品牌形成的过程来看，可分为品牌研究、品牌评价、品牌筛选、品牌认证、品牌传播（也叫做品牌推广、品牌宣传；他包括品牌管理、品牌战略、品牌策划、品牌运营、品牌营销）。实际上现在多数人误将品牌传播就叫做品牌形成、品牌打造或者品牌建设！闹了不少国际笑话！连有些国家政府、国家媒体也在不断的闹无知笑话！ (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）从品牌的产生过程分，可分为品牌科学、品牌生产、品牌评价和品牌运营。 (3) it can be divided into brand science, brand production, brand evaluation and brand operation. （4）从品牌的固有性质，品牌既具科学性，又有经济性即品牌的双重性。可以分为科学品牌和经济品牌。 (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）按照级次分为世界级国际品牌、洲际级国际品牌、国际品牌、国家品牌、省部级品牌、行业品牌、地区品牌、厂商品牌等八级21个级次。 (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）从品牌的确认分类，可以分为公品牌（非政治、非利益的科学评价后确定的品牌）、自品牌（各国政府确定的品牌、企业自己的告知品牌及广告品牌和会议品牌（通过各种会议传播的名气品牌））。 (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) 品牌既具科学性、又具经济性，品牌在进入商业环节之前不具备经济性，品牌在进入商业环节时即具经济性。目前，关于品牌的科学性被严重忽视，绝大多数只注重品牌的经济性、政治化和利益化，这极大地损害了品牌的形象和本质。为此，首届世界国际品牌大会对世界级国际品牌的概念赋予了新的定义，对世界级国际品牌的评价体系给予了新的内涵和规定，对世界级国际品牌的筛选、评价、打造和形成创造了新的渠道和平台，希望各国政府、社会团体、组织、企业积极响应，认真执行，充分发挥世界国际品牌大会在联合国的窗口与渠道、评价体系和规则，发展好各国的世界级国际品牌。为人类和平，经济发展，社会进步，人们健康作出应有的贡献。 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. 目前，全球品牌建设与发展虽有一定基础，拥有极大的市场需求和发展潜力，但也存在政治利益化和经济利益化等严重问题，缺乏顶层设计和统筹规划，评价、培育、形成和传播各个方面等均有问题，亟待解决。 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. 2018年8月 August 2018 |
