Year: 2015; the third session of the 12th CPPCC National Committee

Number: 3743

Proposer: The Committee on Economic Affairs

Abstract:

The brand is not only a comprehensive reflection of the core competitiveness of enterprises and even the country but also an important factor resource in economic globalization.

China has become the second largest economy in the world. The output of more than 200 types of products ranks first in the world, but most of them lack core technology and brand advantages. China is a typical country with a huge number of products and less known brands. Among the 100 most valuable brands of global enterprises in 2014, 59 were in the United States, seven in Japan, and three in South Korea. Huawei was the only one in China, ranking 94th in the world, which is the first time that China's enterprise brands have been listed in the top 100 list. 

According to the internationally recognized standards, the brand involves five elements: quality, service, technological innovation, tangible assets and intangible assets. Brand building is a process of quality improvement, service improvement, technological innovation, tangible assets and intangible assets appreciation. It is also a process of China's economic transfer from quantity to quality, and China's change from a big country and a great power.

In this process, it should give full play to the primary role of enterprises in brand building, as well as the role of government planning, guidance and support. 

Therefore, we propose to learn from international experience, vigorously implement the brand development strategy at the national level, accelerate the cultivation of brand products with independent intellectual property, brand enterprises and regional brands with their characteristics, even national brands, and strive to realize the dream of China's brand power as soon as possible after years of efforts.

1. Incorporate brand development into the 13th Five-Year Plan (2016-20).

2. Establish a steering committee for brand development.

3. Establish a brand evaluation and release mechanism with Chinese characteristics. It is suggested that China should make full use of its role as the secretary state of the International Standardization Technical Committee for brand evaluation, establish a brand evaluation standard system and a third-party independent brand evaluation system, release the evaluation results to the whole society, and enhance China's international voice in the field of brand evaluation.

4. Create a sound environment for brand development.

Further transform the functions of the government, streamline administration and decentralize power, and turn over more social, public welfare and service-oriented public management functions to social organizations. Follow the philosophy of "brand comes into being in the market competition and brand should be recognized by consumers", guide and support enterprises to realize the transformation from product to brand. Improve the legal system related to the brand.