Enterprise brand management system and management value evaluation method

Abstract

The invention relates to the field of management value evaluation methods, in particular to an enterprise brand management system and a management value evaluation method, and the system comprises a brand strategy making module, a brand image shaping module, a brand promotion module and a brand maintenance module, and is used for the comprehensive and efficient management of enterprise brands. The brand strategy making module is based on market analysis, competitor analysis, consumer demand investigation and other multi-dimensional information, advanced algorithms and data analysis technologies are adopted, various kinds of information are deeply mined and analyzed, and therefore a brand strategy conforming to the enterprise development strategy is made. The brand strategy making module is based on market analysis, competitor analysis, consumer demand investigation and other multi-dimensional information, advanced algorithms and data analysis technologies are adopted, various kinds of information are deeply mined and analyzed, and therefore the brand strategy conforming to the enterprise development strategy is made.

Description

Technical Field

[0001] The present invention relates to the field of management value evaluation methods, and specifically to an enterprise brand management system and a management value evaluation method. Background Art

[0002] In the current environment of increasingly fierce market competition, enterprise brand management has become an important means to enhance the core competitiveness of enterprises. A brand not only represents the image and reputation of an enterprise, but is also a key factor for an enterprise to obtain market share, establish consumer loyalty, and achieve sustainable development. However, some problems have emerged in the existing brand management methods in practice.

[0003] First of all, most of the existing brand management methods mainly focus on two aspects: brand image shaping and brand communication. Although these methods can, to a certain extent, enhance the popularity and influence of the brand, they lack comprehensive monitoring and evaluation of the brand management process. Brand management is a complex and systematic process, involving multiple links such as brand positioning, strategy formulation, image shaping, communication and promotion, and maintenance management. However, the existing methods often only focus on some of these aspects, resulting in poor brand management effects and making it difficult to achieve the long-term and stable development of the brand.

[0004] Secondly, the existing brand value evaluation methods also have obvious limitations. Traditional brand value evaluation methods are mainly based on the cost replacement method, that is, the value of a brand is evaluated according to the construction and maintenance costs of the brand. However, this method ignores factors such as the actual performance of the brand in the market, consumer perception, and the contribution of the brand to the overall performance of the enterprise. Therefore, it cannot comprehensively reflect the health status and management value of the brand. This leads to a lack of scientific basis for enterprises to formulate brand management strategies and makes it difficult to accurately grasp the development direction and improvement space of the brand.

[0005] In summary, the existing enterprise brand management methods are insufficient in terms of comprehensiveness and scientificity, and the brand value evaluation methods also fail to comprehensively reflect the actual value of the brand. Summary of the Invention

[0006] In view of the deficiencies of the existing technology, the present invention provides an enterprise brand management system and a management value evaluation method.

[0007] To achieve the above object, the present invention provides the following technical solutions: An enterprise brand management system of the present invention includes a brand strategy formulation module, a brand image shaping module, a brand promotion module, and a brand maintenance module, which are used for comprehensive and efficient management of enterprise brands; Among them, the brand strategy formulation module is used to formulate a brand strategy that conforms to the enterprise's strategic objectives according to market demands and enterprise positioning; Among them, the brand image shaping module is used to create a unique brand image by designing brand logos, shaping brand personalities, etc.; Among them, the brand promotion module is used to utilize various channels and methods to promote and spread the brand, and improve brand awareness and reputation; Among them, the brand maintenance module is used to monitor brand reputation and market feedback, respond to brand crises in a timely manner, and maintain brand image and brand value.

[0008] Preferably, the brand strategy formulation module formulates a brand strategy that conforms to the enterprise development strategy based on information such as market analysis, competitor analysis, and consumer demand research. The brand strategy formulation module uses advanced algorithms and data analysis technologies to deeply mine and analyze various types of information.

[0009] Further preferably, the brand image shaping module is responsible for designing and shaping the enterprise's brand image. The brand image shaping module uses professional visual design, brand story creation, and brand concept refinement to create a unique and distinct brand image.

[0010] Again preferably, the brand promotion module uses various channels and methods to convey the enterprise's brand image and core values to target consumers. The brand promotion module integrates online and offline promotion resources, including advertising, public relations, and social media means, for brand promotion.

[0011] Preferably, the brand maintenance module is responsible for monitoring and maintaining the brand's reputation and image. The brand maintenance module regularly collects and analyzes consumer feedback and market sentiment information to timely discover and resolve brand crises, ensuring the healthy development of the brand.

[0012] In the present invention, according to an enterprise brand management value evaluation method applied to an enterprise brand management system, it includes the following steps: a. Data collection: Collect various data related to the brand, including data on brand awareness, brand recognition, brand loyalty, etc.; b. Index calculation: According to the collected data, calculate the scores of each index. The index scores will reflect the performance of the brand in various aspects; c. Value evaluation: Perform weighted summation of the scores of each index to obtain the evaluation result of the brand management value. The evaluation result will accurately reflect the brand management value and provide strong support for the enterprise's brand strategy formulation.

[0013] Preferably, the data collection is carried out through market research, questionnaires, and brand audits to collect data related to brand management.

[0014] Further preferably, the index calculation includes the following steps: 1) Determine evaluation indicators: According to the characteristics and objectives of brand management, a series of evaluation indicators are determined, such as brand awareness, brand loyalty, brand reputation, and brand contribution. These indicators can comprehensively reflect the effectiveness and value of brand management; 2) Weight assignment: According to the importance and objectives of brand management, corresponding weights are assigned to each evaluation indicator. The weight assignment can be adjusted according to the actual situation of the enterprise and market demand to more accurately reflect the actual situation of brand management.

[0015] More preferably, the value evaluation includes the following steps: 1) Evaluation calculation: According to the collected data, determined evaluation indicators and weights, a mathematical model or algorithm is used for calculation to obtain the evaluation result of brand management value. The evaluation result can be a specific numerical value, or a relative ranking or grade.

[0016] 2) Result interpretation and application: The evaluation result is interpreted and analyzed to provide a decision-making basis for the enterprise's brand management. According to the evaluation result, the enterprise can understand the actual effectiveness and value of brand management, discover existing problems and deficiencies, and formulate corresponding improvement and optimization measures.

[0017] Compared with the prior art, the present invention provides an enterprise brand management system and a management value evaluation method, having the following beneficial effects: I. Comprehensive and efficient brand management Through the collaborative work of the brand strategy formulation module, brand image shaping module, brand promotion module, and brand maintenance module, this patent realizes the comprehensive and efficient management of the enterprise brand. Each module conducts in-depth research and optimization on different aspects of brand management to ensure that all aspects of brand management can receive full attention and effective implementation.

[0018] II. Improve the scientificity and accuracy of brand strategy formulation The brand strategy formulation module is based on multi-dimensional information such as market analysis, competitor analysis, and consumer demand research. By using advanced algorithms and data analysis techniques, it deeply mines and analyzes various types of information, thereby formulating a brand strategy that conforms to the enterprise's development strategy. This scientific and accurate method greatly improves the effectiveness and pertinence of the brand strategy, and helps the enterprise better achieve brand goals and market expansion.

[0019] III. Enhance the professionalism and uniqueness of brand image shaping The brand image building module creates a unique and distinctive brand image through professional visual design, brand story creation and brand concept refinement. This helps companies stand out in the fierce market competition and enhance consumers' awareness and favorability of the brand. At the same time, professional image building also enhances the brand's communication effect and influence, winning more market share and competitive advantages for companies.

[0020] 4. Improve the effectiveness and coverage of brand promotion The brand promotion module uses multiple channels and methods to convey the company's brand image and core values ​​to target consumers. By integrating online and offline promotional resources, including advertising, public relations, social media and other means, the brand information can be widely disseminated and deeply penetrated. This helps to increase the brand's visibility and reputation, and attract more potential consumers to pay attention to and purchase the company's products or services.

[0021] 5. Strengthen the timeliness and effectiveness of brand maintenance The brand maintenance module is responsible for continuously monitoring and maintaining the brand's reputation and image, and timely discovering and resolving brand crises. This helps ensure the healthy development of the brand and avoids major losses to the company due to brand crises. At the same time, by actively participating in social welfare activities and strengthening the interaction between the brand and consumers, it can enhance consumers' recognition and loyalty to the brand and further consolidate and enhance the brand value.

[0022] 6. Provide scientific and objective evaluation basis for corporate brand management The present invention also provides a management value assessment method that matches the brand management system. Through data collection, indicator calculation and value assessment, it provides scientific and objective brand management value assessment results for enterprises. This helps enterprises understand the actual effect and value of brand management, discover existing problems and deficiencies, and thus formulate targeted improvement and optimization measures to further improve the level and effect of brand management.

[0023] In summary, the beneficial effects of this patent are mainly reflected in improving the comprehensiveness and efficiency of brand management, enhancing the scientificity and accuracy of brand strategy formulation, improving the professionalism and uniqueness of brand image building, improving the effect and coverage of brand promotion, strengthening the timeliness and effectiveness of brand maintenance, and providing scientific and objective evaluation basis for corporate brand management. These beneficial effects help enterprises maintain their leading position in the fierce market competition and achieve sustainable development. DETAILED DESCRIPTION

[0024] The technical solutions in the embodiments of the present invention will be clearly and completely described below. Apparently, the described embodiments are only a part of the embodiments of the present invention, rather than all of them. All other embodiments obtained by those of ordinary skill in the art based on the embodiments of the present invention without creative efforts shall fall within the protection scope of the present invention.

[0025] An enterprise brand management system of the present invention includes a brand strategy formulation module, a brand image shaping module, a brand promotion module, and a brand maintenance module, which are used for comprehensive and efficient management of enterprise brands. Among them, the brand strategy formulation module is used to formulate a brand strategy that conforms to the enterprise's strategic goals according to market demands and enterprise positioning. Among them, the brand image shaping module is used to create a unique brand image by designing brand logos, shaping brand personalities, etc. Among them, the brand promotion module is used to promote and spread the brand through various channels and methods to improve brand awareness and reputation. Among them, the brand maintenance module is used to monitor brand reputation and market feedback, respond to brand crises in a timely manner, and maintain brand image and brand value.

[0026] The present invention aims to achieve comprehensive and efficient management of enterprise brands, enhance the brand value and market competitiveness of enterprises by constructing a comprehensive and efficient enterprise brand management system and combining scientific management value evaluation methods. Technical solutions

[0027] (I) Enterprise brand management system This system includes a brand strategy formulation module, a brand image shaping module, a brand promotion module, and a brand maintenance module. Each module works together to jointly achieve comprehensive management of enterprise brands.

[0028] Brand strategy formulation module Based on multi-dimensional information such as market analysis, competitor analysis, and consumer demand research, this module uses advanced algorithms and data analysis technologies to deeply explore and analyze this information, thereby formulating a brand strategy that conforms to the enterprise's development strategy. The strategy content covers aspects such as brand positioning, target market, core value, etc., providing clear guidance and direction for the enterprise's brand management activities.

[0029] Brand image shaping module This module is responsible for designing and shaping the enterprise's brand image. By means of professional visual design, brand story creation, and refinement of brand concepts, a unique and distinct brand image is created. At the same time, this module also pays attention to the continuous update and optimization of the brand image to adapt to market changes and changes in consumer demands.

[0030] Brand promotion module This module uses multiple channels and methods to convey the company's brand image and core values ​​to target consumers. By integrating online and offline promotional resources, including advertising, public relations, social media and other means, it achieves wide dissemination and deep penetration of brand information. In addition, this module also focuses on the evaluation and feedback of promotion effects, continuously optimizes promotion strategies, and improves promotion effects.

[0031] Brand maintenance module This module is responsible for the continuous monitoring and maintenance of the brand's reputation and image. By regularly collecting and analyzing consumer feedback and market public opinion information, brand crises can be discovered and resolved in a timely manner to ensure the healthy development of the brand. At the same time, this module also focuses on the maintenance and improvement of the brand image, and enhances consumers' recognition and loyalty to the brand through active participation in social welfare activities and strengthening the interaction between the brand and consumers.

[0032] 2. Methods for evaluating the value of corporate brand management The present invention also provides a management value evaluation method matched with the above-mentioned enterprise brand management system, which is used to evaluate the effect and value of enterprise brand management.

[0033] Data Collection Through market research, questionnaire surveys, brand audits, etc., we comprehensively collect data related to brand management. The data content includes information on brand awareness, brand recognition, brand loyalty, etc., providing basic data support for subsequent value assessment.

[0034] Indicator calculation According to the characteristics and goals of brand management, a series of evaluation indicators are determined, such as brand awareness, brand loyalty, brand reputation, etc. Then, a corresponding weight is assigned to each indicator to reflect its importance in brand management. Finally, the score of each indicator is calculated based on the collected data and weights.

[0035] Value Assessment The scores of various indicators are weighted and summed to obtain the brand management value assessment results. This result can fully and accurately reflect the brand management value and provide a basis for the company's brand management decisions. Through the interpretation and application of the assessment results, the company can understand the actual effect and value of brand management, discover existing problems and deficiencies, and formulate corresponding improvement and optimization measures. Implementation Effect

[0036] By implementing the enterprise brand management system and management value evaluation method described in the present invention, an enterprise can achieve comprehensive and efficient management of the brand, enhance the brand's popularity and reputation, and strengthen the brand's market competitiveness. At the same time, by regularly evaluating the management value of the brand, the enterprise can timely understand the actual situation and effects of brand management, providing strong support for brand management decisions.

[0037] In summary, the enterprise brand management system and management value evaluation method described in the present invention have remarkable practicality and innovation, and are of great significance for enhancing the brand value and market competitiveness of enterprises.

[0038] Although the embodiments of the present invention have been shown and described, it will be understood by those of ordinary skill in the art that various changes, modifications, substitutions and variations can be made to these embodiments without departing from the principles and spirit of the present invention, and the scope of the present invention is defined by the appended claims and their equivalents.

Claims

1. An enterprise brand management system, characterized in that: It includes brand strategy formulation module, brand image building module, brand promotion module and brand maintenance module, which are used for comprehensive and efficient management of corporate brands; Among them, the brand strategy formulation module is used to formulate brand strategies that meet the company's strategic goals based on market demand and corporate positioning; Among them, the brand image building module is used to create a unique brand image by designing brand logos and shaping brand personality; Among them, the brand promotion module is used to promote and disseminate brands through various channels and methods to increase brand awareness and reputation; Among them, the brand maintenance module is used to monitor brand reputation and market feedback, respond to brand crises in a timely manner, and maintain brand image and brand value.

2. An enterprise brand management system according to claim 1, characterized in that: The brand strategy formulation module formulates brand strategies that are consistent with the company's development strategy based on information such as market analysis, competitor analysis, and consumer demand research. The brand strategy formulation module uses advanced algorithms and data analysis techniques to conduct in-depth mining and analysis of various types of information.

3. An enterprise brand management system according to claim 2, characterized in that: The brand image building module is responsible for designing and building the enterprise's brand image. The brand image building module uses professional visual design, brand story creation and brand concept refinement to create a unique and distinctive brand image.

4. An enterprise brand management system according to claim 3, characterized in that: The brand promotion module uses multiple channels and methods to convey the company's brand image and core values ​​to target consumers. The brand promotion module integrates online and offline promotion resources, including advertising, public relations, and social media, for brand promotion.

5. An enterprise brand management system according to claim 4, characterized in that: The brand maintenance module is responsible for monitoring and maintaining the brand's reputation and image. The brand maintenance module regularly collects and analyzes consumer feedback and market sentiment information to promptly identify and resolve brand crises and ensure the healthy development of the brand.

6. The method for evaluating the value of enterprise brand management applied by an enterprise brand management system according to claim 5, characterized in that: The following steps are involved: a. Data collection: collect various data related to the brand, including data on brand awareness, brand recognition, brand loyalty, etc.; b. Indicator calculation: Calculate the scores of various indicators based on the collected data. The indicator scores will reflect the brand's performance in various aspects; c. Value assessment: The scores of various indicators are weighted and summed to obtain the brand management value assessment result. The assessment result will accurately reflect the brand management value and provide strong support for the company's brand strategy formulation.

7. A method for evaluating the value of corporate brand management according to claim 6, characterized in that: The data collection is carried out by means of market research, questionnaire survey and brand audit to collect data related to brand management.

8. A method for evaluating the value of corporate brand management according to claim 7, characterized in that: The indicator calculation includes the following steps: 1) Determine evaluation indicators: According to the characteristics and goals of brand management, determine a series of evaluation indicators, such as brand awareness, brand loyalty, brand reputation, and brand contribution. These indicators can fully reflect the effect and value of brand management; 2) Weight allocation: According to the importance and goals of brand management, corresponding weights are allocated to each evaluation indicator. The weight allocation can be adjusted according to the actual situation of the enterprise and market demand to more accurately reflect the actual situation of brand management.

9. A method for evaluating the value of corporate brand management according to claim 8, characterized in that: The value assessment includes the following steps: 1) Evaluation and calculation: Based on the collected data and the determined evaluation indicators and weights, a mathematical model or algorithm is used to calculate and obtain the evaluation result of the brand management value. The evaluation result can be a specific numerical value or a relative ranking or grade. 10.2) Interpretation and application of results: Interpret and analyze the evaluation results to provide enterprises with a basis for decision-making on brand management. Based on the evaluation results, enterprises can understand the actual effect and value of brand management, identify existing problems and deficiencies, and formulate corresponding improvement and optimization measures.