CBO (Chief Brand Officer) is a senior official in modern organizations (including enterprises, governments or other organizations) who is responsible for brand strategic management and operation. He represents the CEO on corporate image, brand and culture for internal and external communication. CBO is not only a professional talent, but also a special talent. Because he is no longer just a communicator, but also a participant in corporate value design and the person responsible for corporate brand asset management.

The origin of the chief brand officer

With the improvement of brand awareness in the whole society, some domestic companies have begun to set up chief brand officers (CBO). The chief brand officer is a high-level position that is combined with the chief executive officer (CEO), and is fully responsible for brand creation, maintenance, publicity and promotion and other related matters in the development of the enterprise. Some companies have also adopted the practice of setting up brand managers to be on par with important positions such as marketing, finance, and personnel managers.

The establishment of the chief brand officer is a smart innovation in corporate management, which puts dedicated brand management on the management agenda. The so-called brand management refers to the establishment of dedicated personnel or specialized agencies by enterprises to implement professional management of their own brands. The reason why brand needs special management is that it is the largest intangible asset of an enterprise. Although this asset has not been included in the financial statements of many companies, it is indeed owned by the company and is the long-term accumulation of human, material and financial resources of the company. For example: in order to establish corporate image and brand credibility, strive for franchises, etc., we have to invest a lot of labor services; in order to form core competitiveness and increase the high-tech content of brands and services, we must acquire and utilize invention patents, design copyrights, computer software, Integrated circuit layout, etc., we have to invest a lot of knowledge; in order to improve the visibility of brand services, occupy as much market share as possible, and strengthen the marking function of trademarks and domain names, we have to invest a lot in logos; in order to achieve The above purposes form a long-term and continuous investment in public relations and advertising. Practice has proven that as long as these huge amounts of services, knowledge, logos and public relations and advertising assets are accumulated under the brand, if they are managed properly and persevere, it is entirely possible for the total assets to catch up with or even far exceed the tangible assets.

The second reason why brand needs special management is that it is the lifeblood of the survival and development of enterprises. Brand means competitiveness, goodwill and market share. In a certain sense, it can even be said that all tangible resources such as factories and machines and all human resources of an enterprise rely on intangible assets, especially the core brand to give them meaning. Once there is a problem with the brand, or in the extreme, the brand collapses, then the factory machinery can only be idle, the majority of workers and technicians have to be laid off, and the enterprise will come to an end. On the other hand, even if a fire completely burns down the machine factory, after the disaster, as long as the brand remains strong, it will not have to worry about finding payment, recruiting talents, and winning new space for survival and development.

The third reason for exclusive brand management is to use the special form of credit mortgage to solve problems and information asymmetry obstacles in market transactions, that is, to allow consumers to feel confident when buying famous brands. "This will undoubtedly be of great help to strengthen consumer confidence and expand the scale of market transactions.

Job Responsibilities of the Chief Brand Officer

Directly participate in the analysis, decision-making and operational coordination of important corporate matters, and provide The company provides comprehensive and in-depth decision-making and professional support on brand strategy;

Responsible for the formulation of corporate brand strategy and brand communication strategy planning and implementation, and comprehensively enhances the brand awareness and influence of corporate products;

According to the enterprise's business development strategy, formulate the enterprise's overall brand marketing strategy and media communication promotion strategy;

Be fully responsible for managing and guiding the publicity and promotion work of the enterprise's brand promotion department and the planning and improvement of the brand promotion department. Construction;

Be fully responsible for coordination and communication with the media, government and other departments to ensure the extensive establishment of the corporate brand image and the smooth development of promotion work

The role of the chief brand officer

With the rapid development of the global economy, market competition is becoming increasingly fierce and products are highly homogeneous. More and more companies realize that brand is the magic weapon to win in competition.

Brand is not only a company. Product logos and windows are more of a 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, etc. .

Only by maximizing and fully integrating and utilizing this information can the brand's value and image be fully interpreted.

Following the era of advertising and marketing power, the Chinese market has fully entered the era of brand power. From "making products" to "making brands"; from "Made in China" to "Created in China", Chinese enterprises have only There are brands, the most modern market tool, to move from a "manufacturing country" to a "branding country". However, the establishment of this platform must first be based on the innovation of corporate systems and the cultivation of talents, especially the corporate brand management mechanism and corporate branding. Cultivation of management talents.

1. Advocate the construction of corporate brands

As the chief brand officer of corporate brand management, he is directly responsible for corporate brand building. Then, the chief brand officer plays a direct and key role in building the brand. The establishment of the chief brand officer position is the foundation of corporate brand management. The chief brand officer is one of the advocates of corporate brand building and the proposer and advocate of the corporate brand strategy of the corporate president.

2. Promote the construction of corporate brands

To promote the construction of any work project, there must be a hierarchical organization, personnel, and teams responsible for the advancement of relevant work. So the corporate brand management project is no exception and is a systematic project. This system engineering must be promoted by a professional organization and team. This organization is the corporate brand management center (corporate strategy department, corporate development department, planning center, etc.). This team is composed of brand, marketing, CI, design, media and other professionals. The leader of this team is the chief brand officer. The chief brand officer is responsible for the overall guidance, promotion and implementation of the corporate brand management project.

3. Maintaining the value of the corporate brand

Maintaining the value of the corporate brand is an integral part of the corporate brand system engineering and a favorable guarantee for the sustainable development of the brand. A company that only moves forward blindly is a short-lived company, and a brand that only moves forward blindly is a short-lived brand. Only by establishing a brand base can we ensure the smooth development of brand promotion and implementation.

In corporate brand building, brand value maintenance is very important, otherwise it will become a tree without roots and water without a source. The brand tree may be crumbling.

In short, a brand needs a continuous process of establishing its positioning, implementing development, and maintaining it. This process increasingly requires the supervision and execution of corporate chief brand officers (CBOs). The chief brand officer (CBO) has increasingly become an indispensable management role in corporate brand strategy.

Of course, some companies will choose to hire brand consultants from consulting agencies to be their chief brand officers. I believe that chief brand officers and corporate legal advisors are equally favored!

With the country’s per capita GDP exceeding US$1,000, the initial consumption choices of the whole society have gradually shifted from cost to brand. The continuous improvement of social affluence will lead to the phenomenon that non-brands are not allowed to enter the market and non-famous brands are not allowed to enter stores. Although we cannot say that the era of "buying brands" has arrived, as the concept of intellectual property rights becomes more and more popular, the era of brand building and brand management is indeed approaching. In this sense, the need of the era of brand management is the economic inevitable requirement of social development.