Giving full play to the professional role of asset appraisal and accelerating the promotion of natio

Giving full play to the professional role of asset appraisal and accelerating the promotion of national brand building

　　 [Source] China Assets Appraisal Association website

　　 Zhang Guochun, Vice President and Secretary-General of China Assets Appraisal Association

　　 brand is an important manifestation of the country's core competitiveness. In the era of economic globalization, brands represent the credibility, image and economic strength of the country. The higher the brand value a country has, the stronger its dominance of the global industrial chain will be, and it will be able to master more resources, thereby enhancing the country's comprehensive strength.

　　 Our party and country attach great importance to brand building. In May 2014, General Secretary Xi Jinping made it clear during his inspection in Henan to promote "the transformation of Chinese manufacturing to Chinese creation, the transformation of Chinese speed to Chinese quality, and the transformation of Chinese products to Chinese brands". The "Twelfth Five-Year" plan and the "Quality Development Outline (2011-2020)" also regard the promotion of independent brand building, the enhancement of brand value and effect, and the formation of internationally renowned brands as important goals.

　　 Since 2010, the General Administration of Quality Supervision, Inspection and Quarantine has implemented the relevant policy requirements of the party and the country, and has led the development of a series of Chinese brand building work with brand value evaluation as the core content. China's asset appraisal industry was invited to participate in related work. With more than 20 years of value appraisal accumulation, it actively provides professional technical services for my country's brand building, and has made positive contributions to promoting the professionalization, standardization, marketization and internationalization of my country's brand building. .

　　 1. Asset evaluation is an important force in promoting brand building

　　 After more than 20 years of development, China's asset appraisal industry has become an indispensable professional force in my country's economic development. In recent years, the practice of asset appraisal industry participating in brand building has proved that asset appraisal is not only a core element and an important link in brand building, but also an important force to promote brand building.

　　 (1) Through the establishment and improvement of brand evaluation criteria and evaluation procedures, it is helpful to deepen the understanding of brand value and promote the construction of brand-related systems.

　　 The main purpose of brand valuation is to monetize brand value. China's asset appraisal industry has established a complete value monetization criterion system, which meets the value appraisal requirements of major asset types in different economic activities, and provides technical support for scientifically and rationally selecting appraisal methods and clarifying appraisal purposes. Brand is an important intangible asset. The appraisal industry has issued intangible asset appraisal standards, patent asset appraisal standards, trademark asset appraisal standards, and copyright asset appraisal standards for intangible asset appraisal. These guidelines clarify the main factors that affect brand value, highlight the essential connotation that brand value is the excess income that the brand brings to the company, and eliminate the misunderstanding that brand value is equal to corporate value. These standards constitute the basic technical system for the monetization of brand value, and are also an important foundation for other brand-related systems.

　　 (2) In the practice of corporate value evaluation and other evaluation practices, strengthening brand value evaluation will help enhance and expand the social awareness of brand value.

　　 Over the years, the asset appraisal industry has become one of the necessary means to quantify corporate value and realize dynamic value management through the development of corporate value appraisal business, service of corporate restructuring, mergers and acquisitions and other economic activities. Brands have gradually become an important focus of corporate value evaluation. Through the development of corporate value assessment, the brand value of the company is revealed, which promotes the understanding of the brand value of the society and the company, and increases the awareness of brand value.

　　(3) Through brand value evaluation, it is helpful to establish and improve the market discovery and realization mechanism of brand value, and promote the market-oriented operation of brand building.

　　 Asset appraisal has independent and objective value discovery and verification functions. Its independent identity and objective attitude can provide a fair measure of value, which is generally recognized by market transaction entities. Brand value evaluation services in the asset evaluation industry can form a market discovery and realization mechanism for brand value, enhance the endogenous motivation of enterprises to create well-known brands, guide the center of market competition from price advantages to brand effects, and promote the marketization of brand building Operation.

　　(4) Through brand value evaluation, it will help to improve the status and role of brand building in corporate management and capital operation, and enhance corporate brand building and protection awareness.

　　Brand means newer and better production methods, which means less investment, better and higher output. The asset appraisal industry provides brand value appraisal services, which helps companies understand the status quo of their own brand value, the degree of brand contribution to corporate value and brand development potential, and helps companies to focus on brand building, optimize resource allocation, and improve operation management. Improve its own product, quality, service, technology, and cultural awareness, strengthen brand value management, maintain a dominant position in market competition, and reasonably obtain excess profits.

　　(5) By coordinating with international organizations, promote the international evaluation standards to pay attention to brand evaluation, and promote the mutual recognition of international evaluation standards and international brand evaluation standards.

　　With the improvement of China's international status, China's asset appraisal industry has also begun to exert an important influence in the international appraisal community. Through coordination with international evaluation organizations, promote the mutual coordination of international standards and focus on brand evaluation, and strengthen the Chinese elements and voice in international brand evaluation standards and systems. By exerting China's influence, establishing fair and reasonable brand evaluation standards, promoting the internationalization of Chinese brands, and enhancing the international recognition of Chinese brands.

　　 2. The asset appraisal industry has made positive contributions to national brand building

Since 2010, the China Assets Appraisal Association has organized industry professionals to provide key technical support in a series of work such as the formulation of national standards for brand value evaluation led by the General Administration of Quality Supervision, Inspection and Quarantine, the evaluation and release of independent brand value, and the research on brand theory and evaluation technology. Recognized by relevant government departments and society.

　　 (1) Participate in the formulation of national standards for brand value evaluation

　　 Since 2010, the China Evaluation Association has participated in the formulation and release of four national standards including "Brand Evaluation Requirements for Brand Value Evaluation". In 2013, more than 30 industry experts selected by the China Evaluation Association participated in the formulation of a number of brand value evaluation standards in 13 professional industries. In 2014, the China Assessment Association undertook the drafting of the national standard "Brand Evaluation Intangible Assets", one of the four basic standards in the five-element evaluation system of brand value.

　　 (2) Participate in brand value evaluation and release

Since 2012, the General Administration of Quality Supervision, Inspection and Quarantine has guided the development of brand value "Enterprise Brand Trial Evaluation", "Manufacturing Enterprises' Independent Brand Evaluation and Release", "Product Brand Evaluation and Release", "Regional Brand and Geographical Indication Evaluation and Release", etc. , The China Evaluation Association organized experts to actively participate in the specific technical support work of the evaluation, and participated in the joint release and other work.

　　 (3) Participate in the research of national science and technology support projects for brand evaluation

　　 Under the guidance of the General Administration of Quality Supervision, Inspection and Quarantine, the China Brand Building Promotion Association led the declaration of the national science and technology support project "Brand Evaluation Technology Standard Development and Application Demonstration." The project includes three topics: "Research on Key Technologies of Brand Evaluation", "Development of National and International Standards for Brand Evaluation", and "Demonstration of Brand Evaluation Application". The China Evaluation Association was invited to be the undertaking unit of project one "Research on key technologies for brand evaluation" and the participating unit of project two "Development of national and international standards for brand evaluation". At present, the China Assessment Association has organized industry professionals to start the research work of this project.

　　 (4) Accumulated certain practical experience in brand value evaluation

　　 Brand value is an important part of the value of intangible assets and the overall value of an enterprise. For more than 20 years, the evaluation industry has provided corporate value evaluation services in transactions, financing, taxation, financial reporting, litigation and other economic activities, involving a large number of brand value evaluations. Evaluation services for the transfer, licensing, pledge and other economic activities of various individual intangible assets such as patents, trademarks, and copyrights have also continued to increase. These services have accumulated a certain amount of practical experience for the asset appraisal industry in brand value appraisal.

　　 (5) Cultivated a group of brand value assessment talents

　　In the practice of more than 20 years, the asset appraisal industry has built a professional team with rich practice experience and broad professional knowledge. In recent years, the asset appraisal industry has established a comprehensive three-level asset appraisal talent training mechanism of "China Appraisal Association, Local Associations, and Appraisal Institutions", implementing hierarchical and sub-category talent training, optimizing industry talent knowledge structure, and enhancing professional competence , To guide and guide industry professionals to provide professional services around new markets and new businesses such as the transformation and upgrading of service enterprises and the construction of cultural market systems, which provides talent guarantee for brand value evaluation.

　　 3. Further improve relevant systems and mechanisms and basic work, and accelerate the promotion of brand value evaluation and national brand building

　　 After years of hard work in various fields, my country's brand building has achieved remarkable results. Corporate brand awareness and brand cultivation capabilities have continued to increase, and more than 4,000 companies have established a brand cultivation management system. A number of well-known brands have emerged. Products such as high-speed rail and nuclear power have become "international brands" made in China, and a number of independent brands such as Huawei, ZTE, and Haier have become international brands.

　　 At present, my country's economy is evolving to a stage with a more advanced form, a more complex division of labor, and a more reasonable structure, and economic development has entered a new normal. The "Proposals of the Central Committee of the Communist Party of China on Formulating the Thirteenth Five-Year Plan for National Economic and Social Development" proposed that we must adhere to the concept of "innovative development" and "carry out quality brand enhancement actions." Innovation, quality, and brand are an organic whole. The "13th Five-Year Plan" proposal puts forward new requirements for brand building. We must combine the actual economic and social development of our country and the requirements of the "Thirteenth Five-Year Plan" to further improve relevant systems and mechanisms, strengthen the basic work of brand building, and accelerate the process of brand value evaluation and national brand building.

　　 (1) Establish a long-term mechanism for brand building

　　Enterprises are the main force of brand building, but brand building cannot do without government support and promotion. In recent years, the Chinese government has paid more and more attention to brand evaluation. However, due to the late start of brand building in my country, the management and guidance of brand building work is not systematic, efficient, and brand building is obviously lagging behind. There is a big gap in the number and influence of well-known brands compared with developed countries. To this end, the government should take the concept of “innovative development” at the national level, pay attention to top-level design, and start with national strategies, systems, systems, mechanisms, markets, social changes and other aspects to establish a long-term mechanism for enterprises. Brand building provides an excellent external environment.

　　 (2) Building a scientific and fair brand evaluation system

　　 Brand evaluation is an important means to guide brand management and enhance brand value. It is an important content of brand building and a key link to break the monopoly of developed countries and compete for the right to speak in brand value evaluation. It is necessary to speed up the establishment of a complete set of scientific and fair brand evaluation mechanism with Chinese characteristics, guide all walks of life across the country to carry out standardized and orderly brand evaluation work, and solidly promote brand building. Through the establishment of a scientific and fair brand evaluation mechanism, we will enhance the awareness of brand cultivation, strengthen the brand building of key industries and key enterprises, and ensure that excellent brands stand out.

　　 (3) Strengthen the cultivation of brand service intermediaries

　　 The process of brand building is inseparable from the services of intermediary agencies such as consultation, evaluation, and rights protection. my country's brand building work started late, professional service capabilities urgently need to be improved, and intermediary agencies’ own brand creation is also in its infancy. The "Guiding Opinions on Accelerating the Development of the Producer Service Industry to Promote the Adjustment and Upgrading of the Industrial Structure" (Guo Fa [2014] No. 26) requires that "accelerate the formation of a group of comprehensive and professional human resource service organizations with international competitiveness. Promote the formation Brand value evaluation mechanism with Chinese characteristics". To this end, the state should encourage regional and industry regulations and promote brand building consulting and training services, strengthen the management, supervision and professional guidance of brand building social intermediary organizations, and promote professional intermediary agencies to actively carry out brand building basic research and participate in brand evaluation practices. , Carry out international exchanges, create an international authoritative brand evaluation, brand rights protection, brand consulting service professional institutions, and escort Chinese brands to the world.

　　 (4) Promote the construction of national and international evaluation standards

　　 At present, there are only a handful of well-known brands with significant influence and competitiveness in the international market in my country. Of course, there is a factor of the late start of brand building in my country, but an important reason is that the current major foreign evaluation standards are more suitable for the status quo of brand building in developed countries and are more conducive to international brands with a global sales scope. Therefore, there is an urgent need to quickly start and comprehensively develop key technical research on brand evaluation, study and judge the advantages of my country's competitive industry brands, develop national standards for brand evaluation, and accelerate the construction of my country's independent brands. Make full use of my country's status as the secretary country of the International Organization for Standardization (ISO) Brand Value Evaluation Technical Committee (TC289), create a globally recognized scientific and fair brand evaluation standard system, and promote the orderly and healthy development of the international brand evaluation market.

　　 (5) Promote the realization of brand information management

　　 With the rapid development of information technology and network economy, data has become an important economic resource, and the world has entered the era of big data. Whoever masters the data will master the future. The "Thirteenth Five-Year Plan" proposal proposes to "promote the penetration of information technology into the market, design, and production." The state should attach great importance to the informatization of brand building, promote the establishment of brand big data, and realize the informatization management of brand building by means of "cloud computing" and "Internet +".