The origin of CBO _ What does CBO mean?

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. 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. Together with CEO, he 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 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.

Liang China initiated.

According to the verification of public information, the first person in the world who explicitly put forward the idea of ChiefBrandOfficer is Mr. Chi Naliang. He clearly pointed out in "2 1,1,1October 26th" 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 the birth of the world's first chief brand officer and the appearance of CBO, 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 officer in China", and China Electromechanical News published the first academic article on chief brand officer written by Liang China on March 13, 2002, entitled "Chief brand officer: 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 the book Chief Brand Officer, Brand magazine reported CBO as a cover article, entitled "The Mission of CBO". 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 the Chief Brand Officer College of IBF, the first professional education and training institution in the world, and served as the dean.