第一章 爱得康品牌的宗旨、愿景和使命 Chapter 1: Purpose, vision and mission

 

第一条 ：《爱得康品牌宪章》是爱得康品牌建设与管理的根本法则，是爱得康品牌发展与维护的基本指导性文件。

Chapter 6 Operation, Amendment and Interpretation of This Charter>Article 1: This is the basic principle for our brand construction and management, meantime it is also our guideline for the brand’s development and maintenance.

 

第二条 ：爱得康品牌宗旨服从并服务于甘露公司的发展战略，即全心全意倡导和发扬“爱”文化。成为分享爱、传递爱的时尚领袖。

Article 2: To strive and subserve our culture which is to share and convey our love.

 

第三条 ：爱得康品牌愿景是创建中国最受消费者喜欢的珠宝品牌，成为最具活力、最具品牌价值、最具领导力的中国品牌。Article 3: Our aim is to create the most valuable Chinese well-known brand and to be the leadership in China.

 

第四条：爱得康品牌的发展使命是：树立以“爱•人性•创造”为核心价值的品牌形象。通过产品的研发、设计、推广，全国性新闻发布，品牌内刊发行，终端活动推广，品牌加盟店管理，大众媒体传播，网络营销创新，建立服务机制等方式建立起强大的、专业的、高效的品牌机制。完成品牌终端化和大众化进程，提升在终端消费领域的影响力。通过科学的品牌建设和品牌管理机制，不断增强爱得康的品牌活力，不断增强与终端消费者的沟通能力，不断增强品牌的市场影响力，不断提升产品设计与工艺水平，不断创造更有价值的产品和服务，使爱得康成为国内消费者最喜欢的珠宝品牌。

Article 4: Developing missionTo build our brand image with “Love, Humanity, and Creation” is our development mission. With its product’s development, design, popularize, nationally news conference, publication issue, variety activities, franchise stores, media, cyber marketing and so on to expedite the proceedings of being more popular and terminative,a favorite among consumers, tooTo buildup its energy and communication skill with terminal customers. To constantly enhance the marketing influence, design and workmanship. To create more valuable products and services. To be the favorite in jewelry among consumers in domestic market.

 

第五条 ： 爱得康品牌的核心价值是“爱•人性•创造”。其中，“爱”是品牌价值的基础，不仅承载着甘露的文化，更是爱得康品牌价值的具体体现。“人性”是指一切以人为核心，以人为本的价值导向。“创造”是不断满足消费者的过程。赋予品牌创造力和生命力量，代表着积极向上，永无止尽的价值追求。

Article 5: The main idea of ADK is Love, Humanity and Creation. Love is for our enterprise culture and the value. Humanity is for our people-oriented way. Creation is for our increasingly ideas and always positive attitude.

 

第六条：爱得康的组织识别：甘露公司是一个具有爱心、稳健和超越特征的诚信企业组织。

Article 6: ADK is in well management with love and solidity.

 

第七条 ：爱得康的CIS系统是品牌最基本的识别元素，应制定专门的办法予以规范管理。

Article 7: CIS systems is our basic identify factor.

 

第八条：“真爱•活力•健康”是爱得康的个性特征。其中，“真爱”是爱得康的品牌精髓，提倡一种认真、执著、勇敢的真爱精神，提倡一种不断追求的精神，更丰富表达真爱形式和价值； “活力”是指积极生活方式、阳光的心态、充满活力和自信的笑容、追求向上的人生态度；“健康”提倡一种健康的爱情观，健康的生活方式和工作方式。企业的一切经营管理、产品研发、市场推广和社会服务，均应体现上述品牌个性。

Article 8: True love, energy and healthy is our character while True love is the soul of ADK. It is forwarding our conscientious, inflexible attitude. Energy means our good mentality and confidence. Healthy means our good manners in love relationship, life and work style. All the management, product research and development, marketing and social serve should embody above brand’s main characters.

 

第三章  品牌建设的和原则Chapter 3 Principle

 

第九条 ：技术创新、产品设计、产品质量和优质服务是决定爱得康品牌发展的根本因素。建设强大的品牌是每个部门、每个员工的共同使命。

Article 9: Creative technologies, designs, qualities, advanced services are the basic factors of the development of ADK. To establish a powerful brand is the common mission of each staff.

 

第十条 ：爱得康是甘露公司的重要无形资产，品牌管理的目的是保护品牌不受侵犯、实现品牌资产的持续增值。应重视品牌状况的监测与评估，不断提升品牌知名度、美誉度和忠诚度，塑造真爱、活力和健康的品牌联想。

Article 10: ADK is our magnitude intangible assets. The purpose of Brand’s management is to avoid infringement and achieve the property increase. We should attach importance to the monitoring and assessment in order to fully exalt the brand popularity, social reputation and loyalty.

 

第十一条：品牌推广各相关部门应紧密协作，并达成品牌的整合传播效果。

Article 11:To achieve a perfect disseminating effect via brand popularization and close corporation in relevant department.

 

第十二条：品牌形象代言人的选择和应用，应通过甘露公司品牌管理委员会讨论决定，并符合爱得康核心价值属性和品牌个性特征。

Article 12: Image spokesman should be firmed by thorough discussion with brand managing committee and should be compliance with brand’s feature.

 

第十三条：在市场推广投入和品牌建设投入相协调的基础上，适当加大品牌建设的投入力度，这是品牌可持续发展的重要保障。

Article 13: To strengthen the brand’s construction appropriately base on the coordination with brand’s popularity and construction, is the magnitude guarantee of the brand’s sustainable development.

 

第十四条：应配合企业终端化和大众化进程，逐步加强爱得康的终端建设力度，有重点、分步骤地达成品牌目标，达成具有强大竞争力的中国珠宝品牌的目标。

Article 14:We shall strengthen terminative construction and achieve the aim of the brand progressively.

 

第十五条：在不断增强产品设计和艺术含量的基础上，应重视消费者的情感需求和审美需求，充分体现品牌的核心价值与个性。

Article 15: On the basic of unceasingly buildup for the product’s design and art’s content, consumer’s emotion need should be valued by us, which is fully embody the brand’s value and specific character.

 

第十六条：爱得康应突出完美的工艺与高端的品牌形象，在市场推广中，应慎重考虑所有可能对品牌产生的负面影响。

Article 16: We should give prominence to the faultless craftworks and high-class image of our brand. Meantime, during the marketing popularity, we should also concern and try to avoid all the possible negative effect will be occurred. 

 

第十七条：终端店面和专柜是爱得康价值实现的重要场所，产品质量、服务质量及现场体验，直接影响消费者对品牌的态度。强化和创新终端建设，是爱得康品牌管理中的重要内容。

Article 17: Storefront and sales counter both are the most important places to carry out the value of ADK. The product’s quality, service and scene experience will be directly affected to their evaluation. 

 

第四章 组织与流程Chapter 4

 

第十八条：爱得康品牌管理的最高决策机构是甘露公司品牌管理委员会。甘露公司品牌管理委员会主任由公司总裁担任，副主任由公司其他领导担任，委员会成员由各工厂及有关部门负责人组成，企划中心经理担任委员会秘书长。

Article 18: Ganlu brand’s management committee is the highest policy-making organ of ADK’s brand management. The director of Ganlu brand’s management is our chief executive officer. Members are the supervisors. Manager of brand popularization is appointed to secretary-general.

 

第十九条 ：公司在市场营销事业部设立企划中心，负责爱得康品牌建设的落实与执行。

Article 19: Brand popularization centre is in charge of the completed brand building.  

 

第二十条 ：企划中心需要与各工厂、各部门进行协调各业务范围内的品牌管理和建设，并与爱得康品牌管理系统形成统一。

Article 20: Brand popularization should focus on brand management and building by coordination with all the factory and department, in order to formed a united whole with brand’s management system.

 

第五章 危机管理 Chapter 5 Crisis Management

 

第二十一条：完善企业管理，提高经济效益，增强全体员工的危机意识，是防止品牌危机的根本办法。

Article 21: To perfect the enterprise management, to increase the economy profit and to strengthen the sense of crisis of all the staff, those are the best way to avoid conjuncture. 

 

第二十二条：应建立危机预警和处理机制，确保信息响应速度，及时制定危机处理对策，以最快的速度，在最小的范围内化解危机。

Article 22: To set up a crisis warning system in order to aware and deal the critical situation as quickly as possible.

 

第二十三条：本宪章的颁布及修改，经甘露公司品牌管理委员会讨论通过后，由委员会主任签发生效。

Article 23: All the influences and amendments of this charter shall come to force only after thorough discussion with brand managing committee and signed by the director.

 

第二十四条：甘露公司各厂及各部门原有相关制度或政策，如与本宪章相违，应予修正或废止。

Article 24: All the policies and institutions shall subject to this charter or will be amended or denounced.

 

第二十五条：本宪章的解释权归甘露公司品牌管理委员会。

Article 25: Brand managing committee reserves the right to the interpretation of this charter.

 

甘露珠宝首饰有限公司
SHENZHEN GANLU JEWELRY CO., LTD.