Brand concept consists of three parts: enterprise mission, management thought and code of conduct:
1. enterprise mission. Enterprise mission refers to what kind of mission enterprises carry out in a variety of business activities, is the brand concept of the most basic starting point, but also the driving force of enterprise action.
2. management thought. Management idea is the idea, attitude and thought of guiding enterprise's management activity. The management thought directly affects the enterprise external management posture and the service posture. Different business ideas will produce different management attitude, it will give people the impression of different corporate image.
3. code of conduct. The code of conduct refers to a series of codes of conduct and rules which must be carried out by the employees within the enterprise, and it is the restriction and demand to the staff.
Establishing and integrating the brand concept has strategic functions and functions for the overall operation and sound operation of the enterprise. Specifically, the brand concept has the following main functions:
1. guiding function. Brand concept is the value goal and behavior style advocated by enterprises, which guides the pursuit of employees. Therefore, a strong brand concept can guide employees to work hard for a long time.
2., incentive function. Brand concept is not only the business purpose, management policy and value pursuit of enterprise, but also the highest goal and principle of enterprise employee behavior. Therefore, the recognition of brand concept and employee value pursuit constitutes a great mental satisfaction and spiritual incentive for employees, and it has the persistence and profundity that material incentives can not really achieve.
3. condensation function. The determination of brand concept and staff generally agree that a strong centripetal force and cohesion will be formed in an enterprise. It is a kind of adhesive inside the enterprise. It can fuse the staff's goal, ideal, faith, sentiment and style with the guidance way, and train and stimulate the group consciousness of the employee. The enterprise staff's behavior goal and value pursuit, is the motive power of employee behavior, so the brand concept is a sense of identity, once accepted, employees naturally have a strong sense of belonging to the enterprise, the brand concept has a strong centripetal force and cohesion.
4. stable function. A strong brand concept and spirit can ensure that an enterprise will not decline because of some changes in the internal and external environment, so that an enterprise has sustained and stable development capabilities. Maintaining the continuity and stability of the brand concept, strengthening the sense of identity and integration of the brand concept, is the key to enhance the stability and technological development of the enterprise.
Brand concept is the identification mark of enterprise unification, but it should also mark its own unique personality, that is to highlight the differences between enterprises and other enterprises. To achieve the following goals: first, to build a unique brand concept, brand concept must be consistent with the characteristics of the industry, which agrees with the industry's unique culture; secondly, in the planning of the enterprise image, the enterprise should fully tap the original brand concept, and gives the characteristics of the times and personality, to become powerful force in business development again, the brand concept; to distinguish with competitors, reflect the enterprise own style.