Constructing an authoritative Brand value Evaluation system

China is a manufacturing country with the largest export volume in the world and a weak brand country. One reason is the lack of core technology of independent innovation. For a long time, there has been a lack of international discourse power for brand evaluation, unable to participate in the formulation and evaluation process of evaluation methods, and unable to put forward reasonable demands suitable for brands in developing countries including China. The current evaluation method does not distinguish between industries and industries. It cannot objectively reflect the true level of China and other developing countries in the top 500 or top 100.

At the end of 2012, China, the United States and Germany reached a consensus that brand value evaluation has five elements: tangible assets, intangible assets, quality, service and technological innovation. On this basis, China and the United States jointly proposed to the International Organization for Standardization to establish an international standardization technical committee on brand value evaluation. On January 8 this year, the International Organization for Standardization officially approved the establishment of the International Standards Organization for Brand Value, with China as the secretariat.

To establish a scientific, fair and fair scientific evaluation system, we have promulgated four national standards, and 19 national standards will be promulgated this year to support the brand value evaluation results of agriculture, manufacturing and service industries fully released by CCTV on December 12 this year. Among these 19 national standards, there are national standards for brand evaluation of agricultural products led by our Ministry of Agriculture.

The office meeting of the chairman of the China Brand Construction Promotion Association specially studied the development goals for the next ten years and determined the goals of building 120 internationally renowned brands for agricultural products, 500 internationally renowned brands for manufacturing and 200 internationally renowned brands for service industries in the next ten years. 120 internationally renowned brands of agricultural products are to create positive energy to guide consumption of our national food safety. China Association of High-quality Agricultural Products Development and Service is taking the lead in undertaking relevant work of agricultural brand value evaluation. This work will inspire a group of agricultural enterprises to attach importance to brand cultivation and create conditions for China's brand to be based in the forest of the world.