
The national standard Guidelines for Brand Evaluation and Corporate Culture Construction of Commercial Enterprises mainly covers brand‑evaluation indicators and scoring for commercial enterprises, with a full score of 1000 points. It includes five primary indicators: capability, quality, reputation, corporate culture and influence, together with 17 secondary indicators such as brand planning, brand management, guarantee mechanism, enterprise quality, commodity quality, service quality, brand awareness, brand reputation, brand loyalty, social responsibility, integrity, spiritual belief, promotion, customer perception, industry exchange, industrial influence and social influence. There are four grades for evaluation results: Five‑Star Brand for scores above 950 points; Four‑Star Brand for scores above 900 points; Three‑Star Brand for scores above 800 points; Two‑Star Brand for scores above 700 points. Issued by the General Administration of Quality Supervision, Inspection and Quarantine and the Standardization Administration of China on December 31, 2011, the national standard Guidelines for Brand Evaluation and Corporate Culture Construction of Commercial Enterprises came into force on February 1, 2012.
Certification application form, including description of the scope of applied‑for certification, the applicant organization’s production‑operation or service scope and activities, etc.;
Copies of legal‑status documents (including business license, public‑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 permits, qualification certificates, compulsory‑certification certificates and other documents required by laws and regulations for 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); and descriptions of multi‑site activities and activity subcontracting shall be provided;
Documented information of the commercial‑enterprise brand evaluation and corporate‑culture‑construction system;
List of standards implemented for 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 related to certification review;
General information of the applicant organization relevant to the applied‑for certification scope, 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 consulting services received for 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 processes and their risk assessment for the applicant organization’s commercial‑enterprise brand evaluation and corporate‑culture‑construction system;
Number of personnel intended for application by the applicant organization and their shift arrangements;
Authoritative certification. Certified commercial enterprises are proven to possess leading‑edge enterprise operation and management across national industries.
Important reference and qualification requirement for bidding, tendering and government procurement activities of large‑scale enterprises and public institutions.
Consumer recognition. 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 reassuring purchases.
Compliant enterprise brand management. Certified enterprises meet national standards in brand‑management competence and can improve their brand‑management level.
Improve brand‑management mechanisms, build good reputation, pursue continuous improvement and boost sustained returns of profit chains.
Compete in the international market.
Certification Application
Customer Perceived Quality Evaluation
Initial On‑site Audit of Enterprise
Service Quality Assessment
Certification Approval
Surveillance after Certification
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