Brand is the core competitiveness of an enterprise and an important intangible asset of an enterprise. Since the 18th National Congress of the Communist Party of China, in the face of new changes in international cooperation and competition, the party and the country have continuously increased their attention to brands and elevated brand building to a national strategy.
In recent years, the State Grid has combined the national strategy and the actual situation of the enterprise, adhered to the guidance of brand strategy, practiced the concept of brand leadership, and ran the brand strategy through all levels and the whole process of development. Focusing on the high-quality development of "one body and four wings", the company will make overall deployment and simultaneous promotion of brand building, reform and development, production and operation, promote the deep integration and mutual empowerment of brand and business, and promote the leading brand management, reputation and value of State Grid.
Strengthen strategic guidance: strengthen the top-level design of the brand and integrate the brand strategy into the corporate strategy
On November 1, 2023, at the 2023 Tsinghua National Image Forum, the "Research Report on the Sustainable Brand Value of World Energy Enterprises" was released. The report announced the top 30 enterprises in the sustainable brand value evaluation of the world's energy enterprises, and the State Grid Corporation of China ranked first in the list of sustainable brand value of the world's energy enterprises.
After the company topped the list of "China's 500 Most Valuable Brands" in June this year, the company won another award in the field of brand building. This is a full embodiment of the brand value of State Grid, and it is also a strong confirmation that the company has adhered to strategic guidance, strengthened the top-level design of the brand, and continued to promote brand building over the years.
The company has always regarded the brand as an important strategic resource of the enterprise and the key driving force for the development of the enterprise, focusing on the strategic goal of "an international leading energy Internet enterprise with Chinese characteristics", strengthening forward-looking thinking, overall planning, and systematic promotion, focusing on enriching the connotation of the brand concept, cultivating the brand culture gene, and promoting the integration of the brand strategy into the corporate strategy.
The direction of brand development is gradually clear - the company has revised the "14th Five-Year Plan" brand construction and development plan on a rolling basis to ensure that the brand strategy keeps up with the general trend and is not biased, and the service center is not out of touchEnrich the core brand concept of "reliable and reliable", continue to promote the brand slogan of "you use electricity, I use your heart", practice the corporate tenet of "people's electricity industry for the people", and enhance the brand awareness of all employees.
Employees of the State Grid Corporation of China serve customers in the business hall.
Give full play to the leading role of the brand - the company vigorously implements the brand strategy, deeply implements the brand leading action, carries out the monitoring of the implementation process of the brand strategy, continuously optimizes the brand identity system, strengthens the brand asset management, and significantly improves the global influence and competitiveness of the "State Grid" brand.
The foundation of brand management has been continuously consolidated - the company has taken the goal of building a global outstanding brand of "five models" (quality model, innovation model, governance model, cultural model and responsibility model) and "three leading" (management leadership, reputation leadership and value leadership), improved and improved the brand management system and mechanism, created a brand management system of "full staff, whole process and all-round", formulated a number of supporting rules and regulations, and strived to achieve scientific management of brand assets.
Consolidate the brand foundation: build a brand architecture system and continue to enhance the brand value of "State Grid".
On November 26, 2023, the Zhumadian-Wuhan 1000 kV UHV AC project was officially put into operation. The project is an important part of the "Japanese" shaped UHV AC ring network in central China, providing a strong guarantee for the improvement of the ability of Henan and Hubei provinces to ensure supply and mutual aid in winter.
As a large state-owned key backbone enterprise related to national energy security and the lifeline of the national economy, the company plays an important role in ensuring the production and life of the people and the stable operation of the economy and society. As a business card of the country's new infrastructure, the UHV project has effectively promoted the optimal allocation of energy resources on a large scale. The company excavates key technical elements with breakthrough, leading and unique to the company, empowers the transformation and promotion of scientific and technological achievements with brands, and creates technology brands such as "UHV transmission technology" and "flexible DC transmission technology". Focusing on the development layout of "one body and four wings", the company systematically builds a brand architecture to promote the full gathering and synergy of key elements of the brand.
Brand building is a strategic, overall and systematic project. Building a scientific brand architecture system and promoting the benign interaction between the parent brand and the sub-brand is conducive to improving the efficiency of brand resource utilization and enhancing brand synergy. The company has formed a composite brand architecture model of "State Grid Brand" with a single brand as the main brand and the main and sub-brands as the supplement, forming a joint force for the company's brand building, and continuing to build and enhance the brand value of "State Grid".
On December 14th, the machine roared in the production workshop of Chongqing Jiangjin Fengyuan pepper, and the workers were busy for a new batch of orders. In order to ensure the normal production of the enterprise, the "Hongyan Electric Butler" of the State Grid Jiangjin Power Supply Company took the initiative to carry out power supply services and optimize the electricity consumption plan for the enterprise. "The State Grid delivers the service to the door, responds 24 hours a day, and goes all out to be our 'electric nanny'. Yang Huazhong, the legal representative of the company, said.
Members of the State Grid Chongqing Electric Power Hongyan Communist Party Member Service Team carried out power supply inspections.
In recent years, State Grid Chongqing Electric Power has integrated the brand value of "Hongyan Spirit" and "State Grid" in both directions, created a service brand of "Yao Hongyan", actively served the high-quality economic and social development of Chongqing, and left a three-dimensional, fresh and clear brand brand in the hearts of the masses.
The company organically integrates the brand value concept with professional work, cultivates the sub-brand of the enterprise and the optimization of value sharing with various stakeholders, and the coordinated development and sustainability of the external environment, gives full play to the synergy of brand building, forms an ecological development model of benign interaction between the "State Grid" brand and the sub-brand, forms a strong influence in the subdivided field, and injects an inexhaustible driving force into the company's brand value-added.
Play a leading role: continue to enhance the brand image and support the high-quality development of the enterprise
Continuously improving the brand image and influence is an inevitable move to achieve high-quality development and enhance global competitiveness.
As a key state-owned backbone enterprise, the company deeply analyzes the international, social and industry change situation, gives full play to the leading role of the brand in accordance with the development layout of "one body and four wings", continues to shape the brand leadership, continuously improves the added value of the brand, accelerates the improvement of the brand gold content, promotes the integration of the brand into the profession, and accumulates energy for the company's high-quality development.
Keep in mind the mission and shape the brand image of responsible central enterprises - the cadres and employees of the State Grid are fighting on the front line of power protection in the peak summer, flood control, rescue and disaster relief, and major activities, and complete the power protection tasks of major activities such as celebrating the 100th anniversary of the founding of the Communist Party of China and the 20th National Congress of the Communist Party of China with high quality and efficiency.
Promote energy transformation and shape the brand image of innovative central enterprises - the company adheres to innovation-driven development, promotes the coordinated development of power grids at all levels, ensures the full consumption of new energy, builds the world's largest "new energy cloud" platform, and achieves 100% green electricity for the Beijing Winter Olympics, Hangzhou Asian Games and Chengdu Universiade**.
Establish a global vision and create the brand image of an open central enterprise - the company actively serves the construction of the "Belt and Road", acts as a good image ambassador, successfully invests in and participates in the operation of energy backbone networks in 13 countries overseas, and drives China's electrical equipment, technology and standards and management to go abroad.
In December 2023, a number of achievements of the company were unveiled at the 28th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP28) - the first action report on green and low-carbon energy transformation of ** enterprises was released, the plan for energy big data to support urban green and low-carbon development was shared, and the ...... of the "Lifeline of Migratory Birds" public welfare project was displayed"A series of achievements presented by the State Grid Corporation of China have provided valuable experience and inspiration for global enterprises, and also demonstrated to the world the strength and potential of Chinese enterprises in sustainable development. Gao Jinyi, secretary general of the Youth Environmental Friendly Action Committee of the All-China Environment Federation, said.
State Grid Energy Green and Low-Carbon Transformation Action Report" was released in Dubai, United Arab Emirates.
At present, the world is undergoing profound changes unseen in a century, and the internal and external environment of enterprise development is undergoing profound and complex changes. Building a world-class brand is an inevitable choice for state-owned enterprises to face future competition. As the main force to promote the high-quality development of the energy industry and the "national team" to participate in the global brand competition, the State Grid Corporation of China will make greater efforts to promote the construction of global outstanding brands and make new and greater contributions to the construction of a brand power.