How can the brand value evaluation system be built to be more authoritative?
Our country is a major manufacturing nation ranked first in the world in total exports yet weak in brands, and one reason is the lack of core technologies from independent innovation. For a long time we have lacked international discourse power in brand evaluation, been unable to participate in the formulation of evaluation methods and the evaluation process, and been unable to put forward reasonable demands suited to the brands of developing countries, including China. The current evaluation approach makes comparisons without distinguishing industries or sectors, and among the top 500 or top 100 it cannot objectively reflect the true level of China and other developing countries.
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 submitted a proposal 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 serving as the secretariat country.
To establish a scientific, just and fair scientific evaluation system, we have issued four national standards, and this year will also issue 19 national standards to support the brand value evaluation results for agriculture, manufacturing and services to be fully released by China Central Television on December 12 this year. Among these 19 national standards is the national standard for agricultural product brand evaluation led by our Ministry of Agriculture.
The office meeting of the chairman of the China Brand Building Promotion Association specifically studied the development goals for the next ten years, and set the goals of building 120 internationally renowned agricultural product brands, 500 internationally renowned manufacturing brands, and 200 internationally renowned service brands in the next ten years. The 120 internationally renowned agricultural product brands are meant to build positive energy for our country's food safety and guide consumption. The China Quality Agricultural Products Development and Service Association is taking the lead in the related work of agricultural brand value evaluation. This work will certainly inspire a group of agricultural enterprises to attach importance to brand cultivation, and create conditions for our country's brands to stand among the forests of the world.