
The core content of the national standard Guidelines for Brand Evaluation and Corporate Culture Construction of Commercial Enterprises consists of brand evaluation indicators and scoring criteria for commercial enterprises, with a full score of 1000 points. It includes 5 primary indicators: capability, quality, reputation, corporate culture and influence, as well as 17 secondary indicators covering brand planning, brand management, guarantee mechanism, enterprise quality, commodity quality, service quality, brand awareness, brand reputation, brand loyalty, social responsibility, integrity, spiritual belief, publicity and promotion, customer perception, industry exchange, industrial influence and social influence. There are four grades of evaluation results, namely: Five-star Brand for scores above 950; Four-star Brand for scores above 900; Three-star Brand for scores above 800; Two-star Brand for scores above 700. The national standard Guidelines for Brand Evaluation and Corporate Culture Construction of Commercial Enterprises was issued by the General Administration of Quality Supervision, Inspection and Quarantine and the Standardization Administration of China on December 31, 2011, and came into force on February 1, 2012.
Certification application form, including description of the scope of applied certification, production, operation or service scope and activities of the applicant organization;
Copies of legal status documents (including business license, institution legal person certificate, social organization registration certificate, non-enterprise legal person registration certificate, establishment documents of Party and government organs, etc.);
Copies of administrative licenses, qualification certificates, compulsory certification certificates and other documents required by laws and regulations related to activities covered by the commercial enterprise brand evaluation and corporate culture construction system;
If the commercial enterprise brand evaluation and corporate culture construction system covers multiple sites, copies of legal status documents for each site shall be attached (where applicable); descriptions of activities at each site and outsourced activities shall be provided;
Documented information of the commercial enterprise brand evaluation and corporate culture construction system;
List of standards applicable to service products;
Evidence materials proving that the commercial enterprise brand evaluation and corporate culture construction system has been effectively operated for more than 3 months;
Other necessary documents relevant to certification review;
General information of the applicant organization relevant to the applied certification field, including its activities, human and technical resources, and, where applicable, its functions and relationships within a larger entity;
Standards or other requirements for the commercial enterprise brand evaluation and corporate culture construction system for which the applicant organization seeks certification;
Information on consultation services related to the commercial enterprise brand evaluation and corporate culture construction system, such as information of consulting institutions and consultants;
Information on all outsourced processes of the applicant organization that affect the conformity of the commercial enterprise brand evaluation and corporate culture construction system;
Service blueprint or service process and corresponding risk assessment of the applicant organization’s commercial enterprise brand evaluation and corporate culture construction system;
Proposed number of employees and shift arrangement of the applicant organization;
Authoritative certification. Certified commercial enterprises are proven to possess leading operation and management capabilities across the whole industry nationwide.
It serves as an important reference and qualification requirement for bidding, government procurement and other activities of large enterprises and public institutions.
Recognition by consumers. Certified enterprises may mark the star logo of "Commercial Enterprise Brand Evaluation Certification" on their products and packages, which is persuasive and verifiable for consumers to make purchases with confidence.
Compliant enterprise brand management. Certified enterprises meet national standards in brand management competence and can further improve their brand management level.
Optimize brand management mechanisms, build a sound reputation, pursue continuous improvement and boost sustainable earnings of the profit chain.
Participate in international market competition.
Certification Application
Customer Perceived Quality Evaluation
Initial On-site Audit of Enterprise
Service Quality Assessment
Certification Approval
Surveillance after Certification
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