China will promote the establishment of an international standard system for brand evaluation

On September 25, the first plenary meeting of ISO/TC 289 (hereinafter referred to as “ISO/TC 289”) of the International Organization for Standardization Brand Value Evaluation Technical Committee was held in Beijing, USA, Germany, UK, China, Austria, Sweden, Canada, France. 25 representatives from 9 countries including Finland attended the meeting. Tian Shihong, director of the China National Standardization Administration Committee, said in his speech that China’s ISO/TC 289 secretary country is fully affirming the standardization of Chinese brand evaluation. China will do its best to do both international and domestic work and actively promote the establishment of a globally recognized Scientific and fair brand evaluation international standard system.

Tian Shihong pointed out that the role of standardization in promoting economic and social development has become increasingly prominent. The Chinese government attaches great importance to standardization work, especially after becoming a permanent member of the International Organization for Standardization (ISO), and has undertaken ISO 59 technical agency secretariats and 35 chairmen/vice vice chairs. Worked as a P member to participate in 677 ISO technical committees and subcommittees. As a member of the ISO family, China will actively promote new concepts of international standardization and contribute to the sustainable development of ISO.

Tian Shihong emphasized that the brand is at the high end of products and services, with high added value, and is the direction of upgrading and transformation. Both General Secretary Xi Jinping and Premier Li Keqiang made important remarks on the brand and pointed out the direction in which China should take the road of brand development. At present, the brand value has received extensive attention from the international community. Various evaluation methods have emerged in various countries around the world, but there is no uniform standard. To this end, in 2013, China United United States proposed to ISO to establish a technical committee for standardization of brand evaluation. The proposal was highly recognized by all member states. ISO approved the establishment of ISO/TC 289 and China assumed the secretary state. In the China Brand Building Promotion Association. This opened a window for the exchange and cooperation between China and the world in terms of brand, and also provided a platform for the development of international brand evaluation standardization work.

Liu Ping, chairman of the China Brand Building Promotion Association, revealed at the meeting that the Chinese government has approved the establishment of a brand value evaluation technology method research and pilot demonstration research project, and is studying and formulating the “13th Five-Year Plan” for Chinese brand development.

Industry insiders said that the victory of the first international conference of the committee in Beijing, China, marked a solid step for China as the secretary of the ISO/TC 289 International Brand Evaluation Technical Committee to promote the establishment of an international standard system for brand value evaluation. At the same time, it shows the international status of China's brand evaluation work, which will effectively enhance the international recognition of China's brand evaluation work and promote the integration of China's technical standards with international standards.

It is reported that ISO/TC289 will focus on promoting brand value evaluation research results and practical experience on a global scale, helping global enterprises to carry out brand management more effectively, promoting sustainable development of enterprises, and providing more added value to consumers and other related parties; Standardize the evaluation of brand value, guide enterprises to enhance brand value and effect; promote the establishment of a global unified brand value evaluation system, promote brand asset management, evaluation and brand mergers and acquisitions, and promote the development of international trade.

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