Advocating "Chief Brand Operating Officer" and Four Actions to Promote Brand Building in Guangzhou

On July 26th, the reporter learned from the Guangzhou Municipal Market Supervision Bureau that the Bureau recently issued the Work Plan for Brand Building (hereinafter referred to as the Plan), with the theme of "building a city with strong brand building quality in Guangzhou", and implemented four major actions of "brand building, brand cultivation, brand protection and brand promotion" to continuously enhance the innovation and influence of "Guangzhou brand". According to reports, the "Proposal" implements the brand tree logo action, advocates enterprises to implement the "Chief Brand Operating Officer" system, and promotes the implementation of the main responsibility of corporate brand building; Strengthen the encouragement and guidance of government quality awards, establish a number of excellent brands, and build a number of brand demonstrations. For example, take advantageous industries such as cosmetics as a breakthrough and actively create a "national quality brand promotion demonstration zone"; In-depth implementation of the standard "leader" plan, support the transformation of research and development achievements and patents into technical standards, promote the docking of Guangdong-Hong Kong-Macao Greater Bay Area standards, and promote the demonstration and creation of international innovative cities with standards. The "Proposal" clarifies that brand cultivation actions should be further implemented, the foundation of brand building should be consolidated, a number of regional characteristic brands should be cultivated according to local conditions, and the city brand of "Eating in Guangzhou" and the golden signboard of "International Beautiful Bay" should be built. Guangzhou will intensify brand cultivation, and strive to build leading brands, well-known consumer brands, new technology brands, popular online brands, time-honored brands and well-known trademark brands in the fields of manufacturing, service, medical care, shopping and culture in Guangzhou. At the same time, establish a regional brand ladder cultivation library to guide trademark enterprises and regional characteristic industries to actively declare geographical indication trademarks and build regional characteristic brands. Promote the standardized, safe and high-quality development of the prefabricated vegetable industry, promote the standardized, scientific and procedural production of Cantonese cuisine, create a city brand of "Eating in Guangzhou", and create a number of top food landmarks that match the status of Guangzhou as an international consumption center city. In addition, we will strive to build Guangzhou into a global cosmetics manufacturing center and consumption center integrating headquarters economy, R&D, intelligent manufacturing, marketing and cultural communication by 2035. The "Proposal" proposes that Guangzhou will continue to implement brand protection actions, fully purify the brand development environment, promote the brand protection of public resources trademarks, and promote the transformation of intellectual property rights into brand values. For example, combined with the construction of an international consumption center city, we will intensify the crackdown on illegal activities such as selling fake and shoddy goods, infringing intellectual property rights, false propaganda and price fraud, strictly abide by the bottom line of quality and safety, and create a good brand development environment. It is worth mentioning that the "Program" also clearly implements brand promotion actions. By holding a series of activities such as "Promotion of Top Quality Brands 100 and Expert Interview", "Release of Outstanding Quality Action Results" and "Quality Month", we will produce and publish Guangzhou brand-specific logos and brochures, further intensify publicity and promotion, and display the achievements of Guangzhou quality brand building in all directions and through multiple channels, so as to help Guangzhou brands develop faster and make "Guangzhou Brand" louder. Text/Guangzhou Daily Xinhua City Reporter: He Correspondent Liu Ming Guangzhou Daily Xinhua City Editor: