According to international practice, the chief brand officer is the leader of the vice president level, so in foreign countries, the salary of the chief brand officer ranges from hundreds of thousands of dollars to millions or even millions of dollars. As the core figure in the establishment and implementation of brand management system, Chief Brand Officer (CBO) is becoming the new favorite of enterprises. According to international practice, the Chief Brand Officer (CBO) is the vice-president level leader of an enterprise.
Liang China initiated the verification based on public information, and the first person in the world clearly put forward the system idea of "Chief Brand Officer" was Mr. Liang China. He clearly pointed out in the 20th Century Business Report (2 1,1.26) that the Chief Brand Officer (CBO) will become the new favorite of first-class enterprises. Immediately aroused the enthusiastic pursuit of the media and enterprises.
At the same time, he also worked hard to become the CBO of Brand magazine from 200 1 12. China Business News and Brand Times reported on the topics of "The Birth of the First Chief Brand Officer in the World" and "The Chief Brand Officer CBO in Media Operation" respectively, which were reprinted by relevant media.
Then, on March 5, 2002, China Quality News published an exclusive interview entitled "Brand Supreme-Interview with Liang China, the first chief brand official in China". On March 13, 2002, China Electromechanical News published the first academic article on "Chief brand official" written by Liang China, entitled "Chief brand official: the evolution of brand managers".
The world's first monograph on Chief Brand Officer, Chief Brand Officer, was published by Central Party School Press in June 2005. Based on Mr. Liang's China Thought, this book shows in detail the changes of China, a magnificent brand world. At the same time, through the activities and ideological representations of the brand community, the essential relationship under various representations is systematically straightened out, which helps us to grasp the most important brand ideas and methods more clearly.
After the publication of Chief Brand Officer, CBO is the first cover article of Brand magazine, entitled CBO's Mission. Through an exclusive interview with Mr. Liang of China, the article fully expounds the significance of. At the same time, in July, 2005, the Beijing News interviewed Zhang Bin, the brand director of Liang China and Futian, and introduced CBOs of other world-renowned brands.
In order to make the concept of CBO more deeply rooted in people's hearts, CBO system has been widely established in enterprises. In February, 2006, Mr. Liang founded ——IBF Chief Brand Officer College, the first professional education and training institution in the world, and served as the dean.
With the improvement of brand awareness in the whole society, some domestic enterprises began to set up Chief Brand Officer (CBO). Chief brand officer is a senior position with CEO, who is fully responsible for brand building, maintenance, publicity and promotion in enterprise development. Some enterprises have also adopted the practice of setting up brand managers, making them comparable to important positions such as market, finance and personnel managers.
The establishment of chief brand officer is a witty innovation in enterprise management, which puts brand monopoly on the management agenda. The so-called brand monopoly refers to the establishment of a special person or specialized agency to professionally manage its own brands. Brand needs special management because it is the biggest intangible asset of an enterprise. Although this asset has not been included in the financial statements of many enterprises, it is indeed owned by enterprises and is a long-term accumulation of manpower, material resources and financial resources.
For example, in order to establish corporate image and brand reputation and strive for franchising, it takes a lot of manpower investment; In order to form core competitiveness, increase the high-tech content of brands and services, obtain and use invention patents, design copyrights, computer software, integrated circuit layouts, etc. , to invest a lot of knowledge; In order to improve the popularity of brand services, occupy as much market share as possible, and strengthen the marking function of trademarks and domain names, a lot of marking investment has to be spent; In order to achieve the above goals, a long-term and sustained public relations advertising investment will be formed. Practice has proved that the total assets of these various services, knowledge, signboards and public relations advertising assets accumulated under the brand are likely to catch up with or even far exceed tangible assets as long as they are properly managed and persistent.
The second reason why brands need to be managed is that brands are the lifeblood of enterprises' survival and development. Brand means competitiveness, goodwill and market share. In a sense, it can even be said that all tangible resources and human resources of enterprises, such as factories and machines, depend on intangible assets, especially on the brand that occupies the core position to give them meaning. Once the brand goes wrong, or at the extreme, the brand falls down, then the factory machines can only be idle, workers and technicians have to be dismissed, and the enterprise will come to an end. On the other hand, even if a fire completely burns down the machine workshop, after the disaster, as long as the brand stands, there will be no worries about finding money, gathering talents and winning new space for survival and development.
The third reason for brand management is to solve the problem from the special form of credit mortgage, that is, the information asymmetry obstacle in market transactions, that is, to let consumers buy famous brands with confidence. "This is undoubtedly conducive to enhancing consumer confidence and expanding the scale of market transactions.
Job responsibilities 1. Directly participate in the analysis, decision-making and operation coordination of important matters of enterprises, and provide comprehensive and in-depth brand strategy decision-making and professional support for enterprises;
2. Responsible for the formulation of corporate brand strategy and the planning and implementation of brand communication strategy, and comprehensively enhance the brand awareness and influence of corporate products;
3. According to the business development strategy of the enterprise, formulate the overall brand marketing strategy and media promotion strategy of the enterprise;
4. Be fully responsible for managing and guiding the publicity and promotion work of the brand promotion department of the enterprise and the planning and improvement of the brand promotion department;
5. Be fully responsible for the coordination and communication with the media, * * and other departments to ensure the widespread establishment and promotion of corporate brand image.
Today, with the rapid development of global economy, the market competition is becoming increasingly fierce and the products are highly homogenized. More and more enterprises realize that brand is the magic weapon to win competition.
Brand is not only the logo and window of enterprise products, but also the carrier of marketing value information. A complete brand is not just a name, it contains rich information, including product level, cultural level, service level, visual level and so on. Only when this information is fully integrated and utilized to the maximum extent can the brand's value and image be fully interpreted.
Following the era of advertising power and marketing power, China market entered the era of brand power, from "making products" to "making brands"; From "Made in China" to "Created in China", China enterprises can only take brand as the most modern market weapon and move from "manufacturing power" to "brand power". However, the construction of this platform should first be based on the innovation of enterprise system and the cultivation of talents, especially the enterprise brand management mechanism and the cultivation of enterprise brand management talents.
As the chief brand officer of enterprise brand management, construction is the person directly responsible for enterprise brand construction. Then, the chief brand officer plays a direct and key role in brand building. The establishment of the position of chief brand officer is the foundation of enterprise brand management. Chief brand officer is one of the advocates of enterprise brand building and the consultant and advocate of enterprise president's enterprise brand strategy.
To promote the construction of any construction project, there must be a hierarchical organization, hierarchical personnel and teams to be responsible for the promotion of related work. Then the enterprise brand management project is no exception, it is a systematic project. And this system engineering must be promoted by professional institutions and teams. This organization is the enterprise brand management center (enterprise strategy department, enterprise development department, planning center, etc.). ). This team is composed of professionals such as brand, marketing, CI, design and media. And the leader of this team is the chief brand officer. The chief brand officer is responsible for the overall positioning, promotion and implementation of enterprise brand management projects.
The maintenance of brand value of value enterprises is an integral part of enterprise brand system engineering and a favorable guarantee for brand sustainable development. Enterprises that only blindly advance are short-lived enterprises, and brands that only blindly advance are only short-lived brands. Only by establishing brand base areas can we ensure the smooth development of brand promotion and implementation.
Brand value maintenance is very important in enterprise brand building, otherwise it will become a tree without roots and passive water. The brand tree may be crumbling.
In short, a brand needs a continuous process from construction, positioning, implementation, development and maintenance. This process needs the supervision and implementation of the Chief Brand Officer (CBO) more and more. Chief Brand Officer (CBO) is increasingly becoming an indispensable management role in corporate brand strategy.
Of course, some enterprises will choose to hire brand consultants from consulting institutions to serve as the chief brand officer of the enterprise. I believe that the chief brand officer is as popular as the corporate legal adviser!
With the national per capita GDP exceeding $65,438+0,000, the initial consumption choice of the whole society gradually shifted from cost to brand. The continuous improvement of social affluence will lead to the phenomenon that non-brand names cannot enter the market and non-brand names cannot enter the store. Although it can't be said that the era of "buying brands" has arrived, with the concept of intellectual property deeply rooted in people's hearts, the era of brand building and brand management is indeed coming. In this sense, the need of brand monopoly era is the inevitable requirement of economic and social development.
As the highest person in charge of enterprise brand strategy management, the chief brand officer of career development is increasingly favored by enterprises. The above activities and training indicate that the specialization and internationalization of the chief brand officer have entered a new stage. The holding of the Senior Seminar for Chief Brand Officer in Peking University also marks that "CBO" will go global as an educational brand and become the core capital in the enterprise development strategy as CEO.
Chief brand officer system, Mr. philip kotler and Mr. Marty Newmel, marketing guru of the world, also put forward the chief brand officer system in their classic books Marketing Management (the first 1 1 edition) and Brand Gap respectively. The idea of chief brand officer system has aroused strong response from global academic circles.
With the attention of celebrities and leaders from all walks of life, the innovative concept of the chief brand officer has been deeply rooted in the hearts of the people and won a strong reputation from enterprises in various countries. From multinational companies to local enterprises, from large enterprises to small and medium-sized enterprises, in order to better manage and operate the most important asset "brand" of enterprises, the position of chief brand officer has been established.
For the future development of the chief brand officer's thought and system, I hope more brand experts and brand managers will be involved. Especially for the brand circles in China, I hope people with lofty ideals will make joint efforts and contribute their wisdom to the development of brand undertakings in China. Innovation is to meet greater needs and identify with the real needs of society. I believe that with more and more colleagues joining CBO, CBO will have a better tomorrow and will definitely become an important force in brand management in the world.
This selection activity was jointly sponsored by Du Nan Weekly and the Chief Brand Officer of the First Top Ten Excellent Brands in China? The selection of cutting-edge CBO was successfully announced in April 2008, which attracted wide attention from all walks of life and many media. The first batch of excellent CBOs, such as Gree Dong Mingzhu, Vanke, Lenovo Yang, Haier, Mengniu Yang Wenjun, Chery Yin, Sina, and Wang Laoji, have shown the world the elegant demeanour of their brand operation, and also provided a symbolic sample for China's business circles to build excellent brands.
Innovation of choice principle ―― Innovation of brand management system (brand planning innovation, brand communication innovation, brand organization innovation, brand strategy research, etc.). ) by the chief brand officer of the enterprise in 2007;
Influence-the chief brand officer of an enterprise has made the brand influence jump to or maintain the leading position in the industry this year by implementing systematic brand strategy and brand integration communication strategy;
Sales force-in the process of enhancing brand influence, the chief brand officer of an enterprise constantly makes the brand have strong sales force, and the annual comprehensive performance of the enterprise is greatly improved (turnover, domestic and foreign market share, commodity growth rate and commodity profit rate);
Word of mouth-the company where the chief brand officer is located is required to have considerable scale and popularity. Chief brand officer pays attention to brand communication and construction, and enterprises and products pay more attention to the promotion of reputation on the basis of high popularity.
Corporate citizen-the contribution made by the chief brand officer of the enterprise in public welfare, charity and environmental protection.
Excellent CBO exhibitor is the chairman or president of the board of directors as the legal representative; Participants in the new CBO are professional managers who are responsible for brand and enterprise operation.
The first stage of the selection process: collecting candidates
The organizers of the event collect the top ten outstanding talents for the whole society, especially experts, media and advertising companies? New CBO candidate.
The second stage: making a special issue of public voting.
According to the information provided by the chief brand officer of the applicant enterprise, the top ten outstanding and cutting-edge CBO judges will make a preliminary review of the applicants, respectively determine the list of outstanding and cutting-edge chief brand officers, compile the successful brand planning cases of the candidate chief brand officers into a special issue, and publish them on Sina. com. Com, Du Nan Weekly Electronic News and official website, the chief brand of China, and conducted online public voting, and according to the voting statistics, the shortlisted outstanding cutting-edge chief brand officers were determined.
The third stage: the expert selection committee votes.
After reviewing the chief brand officers of the short-listed enterprises, the expert selection committee of the conference conducted a secret ballot to calculate the final votes of each candidate, and the top ten were awarded the top ten outstanding chief brand officers in China in 2007 and the top ten cutting-edge chief brand officers in China.
The fourth stage: announce the voting results and award prizes.
The fifth stage: auxiliary publicity and follow-up publicity
Many professional media will follow up this award through newspapers, magazines, internet and other channels, and the organizing committee will also carry out supplementary and follow-up publicity and services through special issues and conference publications.
Devil dictionary 1, the person who spends the most money in the enterprise. CBO who dare not spend money is considered to be the most incompetent, followed by improper spending.
2. The first diplomat of the Enterprise. At the end of the year, if you can't get a few medals back to the enterprise, you need to take the blame and resign.
3. People who love to sell new theories in the enterprise. These include book theory and flower theory obtained through dinner, chat and newsletter.
4. The person who is most nervous about the news media in the enterprise. I scold reporters the most, but when I eat with female reporters, I smile sweeter than lotus seed cake.
5. Super glue in enterprises. In marketing, production, technology, finance and administration, the CEO will look at anyone who is suspected to be incompetent, while the CBO will look at anyone who has problems and call them "good brothers" first.
6. The most leisure position in the enterprise. A lot of work can be done by "external brain", and CBO can act as a serious critic and killer.
7. The best-dressed person in the enterprise. The best CBO is the role of teaching CEO how to dress up.
8. The first spokesman in the enterprise. If enterprises often have several roles to communicate with the media, it proves that CBO is useless.
9. The number one scapegoat of enterprises. The product can't be sold because CBO doesn't work well, and the toilet leaks badly.
10, the top security personnel of the enterprise. Similar to Iraq's wartime spokesman Sahaf, as long as he is not pointed at his chest, he will definitely say that the situation of this enterprise is excellent.