It’s just been 40 years since the taking place of reform and opening up of the New China. Compared with the world, China's development of modern enterprise started relatively late. Compared with matured communication and application of foreign brand value, the market of Chinese brand internationalization has just wakened. “Brand” is a translated term from the word imported to China, which inevitably brings a certain restrain to the development of brands in China. However, looking back at the long river of history, the "Chinese Time-honored Brand" still shows its long-standing brand precipitation in China. From the world-famous Great Wall to China's silk and porcelain, from the familiar Tongrentang(TCM producer) to the national liquor Maotai, from Liu Biju(sweet flour paste) to Dong'e Ejiao(donkey-hide gelatin), from Yunnan Baiyao(TCM producer) to Zhang Xiaoquan(knife and scissors maker), from Quanjude(Peking Roast Duck) to Daoxiang Village(dim sum maker), which is very familiar to consumers. These old brands are actually famous brands from the cognition of the Chinese.

Promote China's brand value evaluation standards and elevate its position on the international market.

The brand value entry standard has been set up in the worldwide. The current brand value rankings of world famous brand, whether it is the Fortune 500, the world top 500, or rankings from Interbrand, BrandZ, Brand Finance, the world brand laboratory etc., all adopt the early matured brand value evaluation standards designed on the basis of the international brand market indicators and the western market economics. There is minor deviation between the indicating system of the design, the China’s actual condition and current development status of Chinese brands, essentially created certain barriers. These rankings obtained worldwide acknowledgement and concern. The reason, for one thing, is due to the innate scientificalness of the evaluation methods. For another, the reason lies in the early establishment of standards and long-term operation maintenance. Thus, these gave them right of speech and great influence in the world which elevated its position.

Entering the era of market economy, along with the development of the market, a number of well-known brands have emerged in China. With the development of Chinese brands, the pace of brand internationalization will also become faster and faster. This is an urgent need for us to spread the value of Chinese brands and market awareness, which will allow more brands to gain international influence.

“Peking University China Brand Value Evaluation Research Platform” actively explores and researches advanced experiences of international brand value evaluation, “promoting the evaluation standard of China’s brand value in the international market. At the beginning of the “Peking University China Brand Value Evaluation Standard ” initiative, a great amount of evaluation methods of famous international brand are referred. Taking reference from traditional asset evaluation methods and combing characteristics of different brands, with huge and repetitive calculation, research, and reasoning, finally the preliminary study result is formed.

In order to stand up to the test, one must learn widely from others' strong points. With verifications from more than 3,000 companies, the standard is published. With gatherings of experts and scholars from different circles, the authority is established. All these efforts are to promote the bridging of China brand value evaluation standard and the international market. We strive for the acknowledgement and cognition of the value of Chinese brands in the international market.