Job Introduction
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.
According to international practice, the chief brand officer is held by a corporate vice president-level leader. Therefore, in foreign countries, the salary of a chief brand officer ranges from hundreds of thousands of dollars to millions or even millions of dollars. Chief Brand Officer (CBO), as the core figure in the establishment and implementation of brand management systems, is becoming the new favorite of enterprises. According to international practice, the chief brand officer (CBO) is held by a corporate vice president-level leader. China Liang initiated the idea
According to public information verification, the first person in the world to clearly propose the idea of ??a "Chief Brand Officer" system was Mr. China Liang. He clearly stated in the "21st Century Economic Report" on November 26, 2001: Chief Brand Officer (CBO) will become the new favorite of first-class companies. Immediately it aroused enthusiastic pursuit from the media and enterprises.
At the same time, he also took the post of CBO of "Brand" magazine in December 2001. "China Business News" and "Famous Brand Times" carried reports with the titles "The birth of the world's first chief brand officer" and "The emergence of a chief brand officer (CBO) in media operations" respectively, and the relevant media reprinted them.
Later, "China Quality News" published an exclusive interview titled "Brand Supreme——Interview with China's First Chief Brand Officer Liang China" on March 5, 2002, and "China Mechanical and Electrical Daily" "On March 13, 2002, the first academic article on "Chief Brand Officer" written by Liang China was published, titled "Chief Brand Officer CBO: The Evolution of Brand Managers".
The world's first monograph on chief brand officers, "Chief Brand Officer", was published by *** Central Party School Press in June 2005. This book is based on the thoughts of Mr. Liang Zhongguo and details the rapid changes in China's brand industry. At the same time, through the activities and ideological representations in the brand world, we have systematically sorted out and clarified the essential relationships under various appearances, helping us to more clearly grasp the pulse of the most important brand ideas and methods.
After the publication of the book "Chief Brand Officer", "Brand" magazine used CBO as the cover article for an in-depth report, titled "The Mission of CBO". The meaning has been fully explained. At the same time, the Beijing News in July 2005 conducted exclusive interviews with Liang China, Beiqi Foton Brand Director Zhang Bin and others under the title "CBO: Building a New Brand", and interviewed famous world brands such as Motorola. The CBO made the introduction.
In order to make the CBO concept more popular and establish the CBO system widely in enterprises, Mr. Liang Zhongguo founded the world's first CBO education and training professional institution "IBF Chief Brand Officer Academy" in February 2006. Serve as dean.
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. Establishment
The establishment of a chief brand officer is a smart innovation in corporate management, which puts dedicated brand management on the management agenda. The so-called dedicated 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 franchising, etc., we have to invest a lot of labor services; in order to form core competitiveness, increase the high-tech content of brands and services, acquire and utilize invention patents , design copyright, computer software, integrated circuit layout, etc., we have to invest a lot of knowledge; in order to increase the visibility of brand services, occupy as much market share as possible, and strengthen the marking functions of trademarks and domain names, we have to invest A large amount of investment in logos; in order to achieve the above goals, a long-term and continuous investment in public relations and advertising has been formed. 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 name and are managed properly and persistently, it is entirely possible for the total assets to catch up with or even far exceed the tangible assets.
The second reason why branding needs special management is that it is the lifeblood of an enterprise’s survival and development. 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, 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 market transaction scale. Job Responsibilities
1. Directly participate in the analysis, decision-making and operational coordination of important matters of the enterprise, and provide comprehensive and in-depth brand strategy advice to the enterprise Decision-making and professional support;
2. Responsible for the formulation of corporate brand strategy and brand communication strategy planning and implementation, and comprehensively enhance the brand awareness and influence of corporate products;
3. According to the development of corporate business Strategy, formulate the company's overall brand marketing strategy and media communication and promotion strategy;
4. Be fully responsible for managing and guiding the publicity and promotion work of the company's brand promotion department and the planning and improvement of the brand promotion department;
5. Be fully responsible for coordination and communication with the media, *** and other departments to ensure the extensive establishment of the corporate brand image and the smooth development of promotion work. Role
In today's 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 the logo and window of corporate products, but also more. 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, etc. Only by maximizing the full integration of this information. Only by getting up and using it can the value and image of the brand 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 can only take up the most modern market tool, brand, and move from a "manufacturing power" to a "brand power". However, the establishment of this platform must first be based on the enterprise system Innovation and talent cultivation, especially the construction of corporate brand management mechanisms and corporate brand management talents. As the chief brand officer of corporate brand management, he is the person directly responsible for corporate brand building. The brand officer plays a direct and key role in brand building. The position of chief brand officer is the foundation of corporate brand management. The chief brand officer is one of the advocates of corporate brand building and the corporate brand strategy proposer and president. advocate.
Construction
To promote the construction of any work project, there must be a hierarchical organization and hierarchical personnel and teams responsible for the advancement of related 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. Value
The maintenance of corporate brand value is an integral part of 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 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!
As the country’s per capita GDP exceeds US$1,000, the initial consumption choices of the whole society have gradually shifted from focusing on cost to focusing on 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 is deeply rooted in the hearts of the people, the era of brand building and brand management is indeed approaching. In this sense, the needs of the era of brand management are economic inevitable requirement of social development. Career Development
As the top person in charge of corporate brand strategy management, chief brand officers are increasingly favored by companies. The launch of the above various activities and trainings indicates that the professionalization and internationalization of the chief brand officer has entered a new stage. The holding of the Chief Brand Officer Advanced Training Course at Peking University also indicates that "CBO" will go global as an educational brand and become the core capital in the corporate development strategy like the company's chief executive officer (CEO).
The chief brand officer system, world marketing masters Mr. Philip Kotler and Mr. Marty Neumeier also wrote in their classic books "Marketing Management" (11th Edition) and "Brand" respectively. The Chief Brand Officer was proposed in "The Gap", and the institutional thought of the Chief Brand Officer has aroused strong repercussions in the global academic community.
With the attention of famous people and leaders from all walks of life, the innovative idea of ??chief brand officer continues to be deeply rooted in the hearts of the people, and has won strong praise from companies in various countries. From multinational companies to local companies, from large companies to small and medium-sized enterprises, they have set up the position of chief brand officer in order to better manage and operate the "brand", the most important asset of the company.
Regarding the future development of the chief brand officer’s ideas and systems, we hope that more brand experts and brand managers will get involved. Especially for the Chinese brand industry, we hope that people with lofty ideals will work together to contribute wisdom to the development of the Chinese brand industry. Innovation is to meet greater needs, and identification illustrates the real needs of society. I believe that as more and more colleagues join the CBO cause, CBO will have a better tomorrow and will definitely become an important force in world brand management.
Selection activity
The first selection of China's top ten outstanding and emerging CBOs, jointly sponsored by "Nandou Weekly" and "Chief Brand Officer", was successfully announced in April 2008 and won recognition from all walks of life and many media Widely paid attention to, the first batch of outstanding CBOs such as Dong Mingzhu of Gree Co., Ltd., Wang Shi of Vanke, Lenovo Yang Yuanqing, Haier Yang Mianmian, Mengniu Yang Wenjun, Huang Ming Huang Ming, Chery Yin Tongyao, Sina Cao Guowei, Wanglaoji Shi Shaobin and other first batch of outstanding CBOs showed the world how they operate the brand. At the same time, it has also contributed to the Chinese business community iconic samples of building excellent brands. Selection Principles
Innovation - the innovation of the brand management system carried out by the chief brand officer of the company in 2007 (brand planning innovation, brand communication innovation, brand organization innovation, brand strategy research, etc.);
Influence - The chief brand officer of the company has implemented a systematic brand strategy and brand integrated communication strategy to make the brand influence rise to or maintain the leading position in the industry this year;
Sales power - the company In the process of improving brand influence, the chief brand officer has also continued to make the brand have strong sales power, and the company's annual comprehensive performance has increased significantly (turnover, domestic and foreign market share, product growth rate, product profit margin);
Reputation - The company where the chief brand officer works is required to have considerable scale and popularity. The chief brand officer focuses on brand communication and construction. On the basis of high popularity, the company and its products pay more attention to reputation. degree improvement.
Corporate citizenship--the contribution made by the company's chief brand officer in public welfare, charity, and environmental protection.
Outstanding CBO candidates are the chairman or president of the legal representative of the board of directors; emerging CBO candidates are professional managers specifically responsible for brand and corporate operations. Selection process
The first stage: soliciting candidates
The event organizer will solicit top ten outstanding and emerging CBO candidates from the whole society, especially experts, media and advertising companies.
The second stage: Special issue production and public voting
The top ten outstanding and emerging CBO review will conduct a preliminary review of the applicants based on the information provided by the chief brand officer of the applicant company, and determine the candidates respectively. The list of outstanding chief brand officers and emerging chief brand officers will be compiled into a special issue of the successful brand planning cases of the candidate chief brand officers and published on Sina.com, Nandu Weekly e-newspaper, and China Chief Brand Official Website, and an online public vote will be conducted. According to the voting results Confirmed to be shortlisted for Excellence·Rising Chief Brand Officer.
The third stage: Voting by the Expert Selection Committee
After the expert selection committee of the conference reviews the chief brand officers of the shortlisted companies, a secret ballot will be held to calculate the final number of votes for each candidate. Ranked according to the number of votes, the top ten were awarded the title of China's Top Ten Outstanding Chief Brand Officers and China's Top Ten Emerging Chief Brand Officers in 2007.
The fourth stage: Announcement of voting results and awards
The fifth stage: auxiliary publicity and follow-up publicity
Many professional media will use newspapers, magazines and the Internet to The awards will be tracked and reported throughout the entire process through multiple channels. The organizing committee will also carry out auxiliary and follow-up publicity and services through awards special issues, conference journals and other means. Devil's Dictionary
1. The person who spends the most money in the company. CBOs who dare not spend money are considered the most incompetent, followed by those who spend money inappropriately.
2. The first diplomat in the enterprise. At the end of the year, if you cannot bring back a few medals to your company, you must take the blame and resign immediately.
3. The most popular person in the company who sells new theories. These include book theories and flower theories gained through meals, chats and text messages.
4. The most important media person in the company. He scolds reporters the most, but when he eats with a female reporter, his smile is sweeter than lotus paste mooncakes.
5. Super glue in the enterprise. Marketing, production, technology, finance, administration, the CEO looks at everyone who is suspected of not doing a good job, while the CBO looks at anyone who has problems and calls them "good brothers" first.
6. The most relaxing position in the company. Many tasks can be hired by "outside brains", and the CBO can act as a serious critic and killer.
7. The most well-dressed person in the company. The best CBO is the one who teaches the CEO how to dress.
8. The first spokesperson in the enterprise. If a company often has several roles communicating with the media, it proves that the CBO has become ineffective.
9. The number one scapegoat in the company. The failure to sell products is related to the poor performance of the CBO, as is the leaking toilet that is unsightly.
10. The top security guard in the company. Similar to the Iraqi wartime spokesman Sahaf, as long as a gun is not pointed at his chest, he will definitely say that the situation of his company is excellent.