【正文】 .......................13 總要求 ............................................................................................................................13 總要求 ..................................................................................................................13 文件要求 .............................................................................................................13 管理職責(zé) ........................................................................................................................14 管理承諾 .............................................................................................................15 管理模式 .............................................................................................................152 / 91 管理架構(gòu) .............................................................................................................15 管理職責(zé) .............................................................................................................16 組織的環(huán)境 ....................................................................................................................21 相關(guān)方需求和期望 ........................................................................................................22 客戶 .....................................................................................................................23 所有者/股東 .......................................................................................................24 員工 .....................................................................................................................24 供方和伙伴 .........................................................................................................24 社會 .....................................................................................................................245. 品牌戰(zhàn)略和方針 ..........................................................25 總則 ................................................................................................................................25 戰(zhàn)略和方針的制定 ........................................................................................................25 戰(zhàn)略和方針的部署 ........................................................................................................26 總則 .....................................................................................................................26 過程和實(shí)踐 .........................................................................................................27 部署 .....................................................................................................................27 戰(zhàn)略和方針的溝通 ........................................................................................................276. 資源 ....................................................................29 總則 ................................................................................................................................29 財務(wù)資源 ........................................................................................................................29 總體要求 .............................................................................................................29 公司品牌預(yù)算日常管理 .....................................................................................30 年度品牌預(yù)算制訂和實(shí)施管理 .........................................................................30 品牌機(jī)動預(yù)算的申請和實(shí)施管理 .....................................................................30 人力資源 ........................................................................................................................30 總則 .....................................................................................................................31 配置、職能和權(quán)限 .............................................................................................31 能力、意識和培訓(xùn) .............................................................................................31 供方和伙伴 ....................................................................................................................32 總則 .....................................................................................................................33 選擇、評價和改進(jìn)供方和伙伴的能力 .............................................................333 / 91 合作伙伴 ..............................................................................................................35 自然資源 ........................................................................................................................35 知識、信息和技術(shù) ........................................................................................................36組織應(yīng)提供證據(jù)說明知識、信息和技術(shù)的定期評審方式和結(jié)果。 ............................36 總則 .....................................................................................................................36 知識 .....................................................................................................................36 信息 .....................................................................................................................36 技術(shù) .....................................................................................................................377. 過程管理 ................................................................38 總則 ................................................................................................................................38 過程的策劃和控制 ........................................................................................................38 過程的職責(zé)和授權(quán) ........................................................................................................39 品牌培育的關(guān)鍵過程 ....................................................................................................40 品牌定位 .............................................................................................................40 品牌設(shè)計 ..............................