What does the brand concept mean?

Brand concept refers to the concept of attracting consumers, establishing brand loyalty, and then creating brand (and market) dominant position for customers. Brand concept includes enterprise mission, business philosophy and code of conduct, which plays a guiding role in the development of enterprises.

Brand concept is a value system that is generally recognized by the society, reflects the individual characteristics of enterprises, promotes and maintains the normal operation and rapid development of enterprises, and reflects the clear management consciousness of the whole enterprise.

Brand concept consists of three parts: corporate mission, business philosophy and code of conduct;

1. Corporate mission. Enterprise mission refers to the mission that an enterprise undertakes in various business activities, which is the most basic starting point of brand concept and the driving force of enterprise action.

2. Business philosophy. Management thought is the idea, attitude and thought that guides the business activities of enterprises. Business thinking directly affects the attitude of enterprises to foreign operations and services. Different business ideas will produce different business attitudes and give people different corporate image impressions.

3. Code of conduct. Code of conduct refers to a series of codes of conduct and rules that employees in an enterprise must follow in their business activities, which is a constraint and requirement for employees.