Brand maintenance is know as a series of activities conducted by an enterprise based on influences to the brand from the changes of its external environment, such as brand image maintenance, holding of brand market position and brand value etc.

Brand value maintenance is to further analyze brand strategy and conduct new brand maintenance under the precondition that the brand of an enterprise is well known, and the enterprise is profitable. From this moment, the brand has surpassed the product itself, and formed a commercial culture. The increase on after-sale feedback during the brand maintenance is necessary. Knowing what is customers’ demand in the first place, then improvement and further update on product can be implemented to realize the process of update from 1.0 to 2.0, and from 2.0 to 3.0. The brand maintenance in this phase is to stabilize brand value and generate further new one.

Brand value maintenance is eternal; it exist all the time; it is a different behavior of enterprise in different phases. One enterprise is deserved to be called an enterprise with thinking and vitality, only when it pays attention to brand value maintenance.

Aggregate Chinese wisdom and focus on branding. On January 19, 2019, the 3rd China Brand Value Forum and 2019 China Top 100 Brand Value Conference were successfully held in the Dongxu auditorium of School of Economics Peking University. The forum is jointly hosted by the research group of Peking University China Brand Value Evaluation Research Platform and China Brand Value Network and organized by Shenzhen Daguan Advertising Company(Beijing Branch).

The guests attending the forum include: Mr. Mao Linkun, former Deputy Director of the General Office of the CPC Central Committee; Mr. Ji Peiding, former Deputy Minister of the Ministry of Foreign Affairs; Mr. Ai Feng, former Chief Editor of the Economic Daily and Chairman of the Brand Union Think Tank; Mr. Ye Xiangxun, former Director of the Hongkong and Macau office of the Supervisory Committee of the State-owned Assets Supervision and Administration Commission; MS Aiho Hosonuma, Associate Professor of Economy Management and Research Department of Japan SBI University; Mr. Zhangjun, Vice President of Aoyuan Group Company; Mr. Jiang Yutong, General Manager of Seazen Holdings Co., Ltd.(Kunming); Ms Song Jinhong, Secretary General of the Peking University China Brand Value Evaluation Research Platform; several foreign friends; experts and scholars. The forum is hosted by Dr. Yan Yu, Director of the Strategic Cooperation Office of School of Economics Peking University. Representatives from government, academia, industry and media sectors, teachers, students and alumni of Peking University, more than 200 people attended the forum.

Change with the situation, take the opportunity and make right judge and choice. Brand value is the one of the important signs of the development of the economic. After 40 years of reform and opening up, China's economy has entered a new era, and brand strategy has become an important breakthrough in promoting supply-side reform. Experts and scholars, political and business guests deeply analyze the rules of brand value, study the general trend, explore the road of characteristic development, promote high-quality development, and converge the consensus of brand building.

First of all, Mr. Cui Jianhua, secretary of the Party Committee of School of Economics Peking University, delivered a speech for the forum. He pointed out that brand is the basis of survival and the key to development. Chinese brands show the power of the country’s economic development. Later, he delivered a keynote speech entitled Embrace the Future with New Economy. He interpreted the development of China’s new economy from the perspective of the root and meaning of the new economy.

Mr. Cui Jianhua, secretary of the Party Committee of School of Economics Peking University, delivered a keynote speech on Embrace the Future with New Economy

Ai Feng, the former Chief Editor of the Economic Daily and Chairman of the Brand Union Think Tank, delivered a keynote speech on "Brand Internationalization". He proposed that China's own brand can not only promote the development of the company itself, but also elevate the economic level of the whole country. Brand value is both cultural and social. The brand internationalization strategy is a clear and steadfast.

Ai Feng delivered a keynote speech on "Brand Internationalization".

Associate Professor, MS Aiho Hosonuma, from SBI University of Japan delivered a keynote speech on " Brand Strategy of Two Japanese Centennial Enterprises - SHISEIDO & TORAYA". She explained that the Japanese brand is unique and popular in the world, and has a profound historical relationship with Chinese Confucian culture. The Japanese brand takes "quality" as the root and the spirit of Confucianism as the soul. It is unique and has opened up the blue ocean in the competition of the strong country brand. It stands out and explored a “blue ocean” in the world brand competition and gives people a unique inspiration.

Associate Professor, MS Aiho Hosonuma, from SBI University of Japan delivered a keynote speech on " Brand Strategy of Two Japanese Centennial Enterprises - SHISEIDO & TORAYA".

Mr. Zhang Jun, Vice President of Aoyuan Group, delivered a keynote speech on " Aoyuan's Strategy and Its Brand Development". The wise man changes with time and situation. Aoyuan Group adheres to the development concept of “stable, upward and diversified”. As the creator of China's composite real estate and the pioneer of China's theme real estate innovation concept, Aoyuan Group, lead by the party, builds and develops country complex industry, execute the poverty alleviation strategy, and devote on charity activities. It takes the social responsibility as a Chinese brand, and creates its significance.

Mr. Zhang Jun, Vice President of Aoyuan Group, delivered a keynote speech on " Aoyuan's Strategy and Its Brand Development".

Ms Song Jinhong, Secretary General of the Peking University China Brand Value Evaluation Research Platform, released the Top 20 China Brand Value Rankings. The total brand value of companies on the 2019 China Top 100 Brand Value Rankings is 10,510 billion yuan, covering 22 industries and 18 provinces and cities (districts). Tencent is listed on the top with 676.7 billion yuan; Alibaba ranks the second with 603.3 billion yuan; China Industrial and Commercial Bank took the third place with 428.1 billion yuan. The rankings reflects the development status and trends of China's strong brands to a certain extent, which confirms the fruitful achievements of Chinese brands in the context of supply-side reform.

Ms. Song Jinhong announced the 2019 China Top 100 Brand Value Rankings.

In the round-table dialogue session, Mr. Ji Peiding, former Deputy Minister of the Ministry of Foreign Affairs, Mr. Ye Xiangxun, former Director of the Supervisory Committee of the State-owned Assets Supervision and Administration Commission, Mr. Jiang Yutong, General Manager of Seazen Holdings Co., Ltd.(Kunming), Mr. Yu Jinlong, Associated Creator of Celebrity Circle of Brand Value of China Brand Value Network and other guests held benign interactions about excellent brand and country strength, sharing their experiences on brand building. The guests reached consensus that entrepreneur spirit in a new era is needed in order to build excellent Chinese brands and participate global business competition.

With great future ahead, we should advance bravely. There is a long way to go for Chinese brands to go. The brand power is rising, and brand value will continuously be released. The brand value reflects the strength of China's own brand, and represents the upgrade from “Made in China” to “Innovate in China”. China Brand Value Forum is a high land of academic research which converges sectors of academia, industry, politics. It completes brand valuation system, cultivate unique brands, promote the internationalization of brand building, disseminate business civilization, build high-level academic platform. The forum successfully concluded in a rigorous, warm and deep atmosphere.

The following is the rankings list from no. 1 to 15:

（Any unauthorized publishing of above mentioned rankings list or related content by www.bvrcn.com will be prosecuted）

The project group of “Peking University China Brand Valuation Research Platform” jointly studied and discussed  with China Brand Value Network(www.bvrcn.com) to form a comprehensive valuation indicator system which is unique and suitable for the development of enterprises. The system includes two parts which are basic information and comprehensive indicator system of the enterprise. Based on the availability of information and data and other conditions, the system is gradually adjusted and completed.

We welcome the listed companies get close contact with the China Brand Value Network, so that more key information such as brand dynamics, innovation and core competitiveness can be shared with them, by which we can timely update the valuation results and ensure a up-to-date communication.

Part II: Comprehensive Index System

Mainly include:  brand leadership (industry environment, industry position, market position), product and service quality (level of quality, service, credit quality, quality management), innovation (innovation management, special protection, innovation investment, and innovation results , management innovation), the legal rights (policies and regulations, trademark registration, protection situation, awards), brand building (brand culture, brand management mechanism, crisis management, brand investment, brand position, brand extension capabilities, market impact), social liability (employee care, social responsibility system construction, economic contribution, ecology contribution, social contributions)

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