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China has issued a brand evaluation system to boost the international reputation of its outstanding enterprises and break the low-end manufacturing typecast of ‘Made in China’.
The ‘China Seal’ brand competitiveness evaluation standard was released on Jan 14 during a press conference by China Enterprise Evaluation Association (CEEA). The CEEA is affiliated with the Development Research Center of the State Council, conducting national enterprise assessment, research and counseling.
Hou Yunchun, president of the CEEA, delivered a speech explaining how the system will mark high quality and brand valued products with a logo based on the image of Basi, 37, the oldest living panda in the world. Hou believes brands with this ‘China Seal’ will represent the most competitive Chinese brands, improving China’s soft power in brand construction and help companies gain a bigger global voice among the international industrial value chain.
Hou Yunchun, president of the China Enterprise Evaluation Association, delivers a speech at the press conference. [Photo provided to chinadaily.com.cn]
Hou added that although China is the world’s second largest economy after the United States, fewer brands stand out on the world stage. For example, no Chinese brand appeared in the Forbes list of the World’s 100 most valuable brands in 2015 and 2016. "We need to push more Chinese companies to improve their quality and popularity," Hou said.
According to the conference, an evaluation among 12 major fields of consumption and industrial production will be conducted in 2017, and a list of ‘Top 100 Chinese competitive brands’ will be issued based on the new system.
