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Location

  • HL Brand
  • Brand Organization

Brand Organization

Brand Management Committee

Responsibilities

  • Develop and approve initiatives to enhance brand value
  • Review and approve brand royalty structures and rates
  • Make decisions on new brand development and implementation
  • Coordinate and carry out brand protection activities
  • Make decisions on urgent revisions to brand strategy
  • Collect and evaluate feedback and research reports on brand management activities

Brand Management Structure

Group

  • Define the brand identity and establish the brand system
  • Develop brand communication strategies

  • Conduct brand audits and evaluations
    (e.g., brand asset valuation and brand index surveys)

  • Establish brand management processes
    (e.g., development, use, approval, revocation, consultation, and oversight)

  • Plan and execute budgets for brand communications
  • Develop and monitor brand risk management measures
  • Protect the brand and manage brand misuse and abuse
  • Convene and administer the Brand Management Committee

Affiliates

  • Establish and operate a brand management system for each affiliate
  • Strengthen employees’ commitment to the brand through brand training
  • Manage brand use applications, approvals, and revocations
  • Ensure and monitor compliance with brand usage guidelines
  • Monitor and address brand misuse, abuse, unauthorized use, and other activities that may damage the brand
  • Support the execution of brand communications