School of Economics, Peking University / Peking University Research Center for Market Economy

Compiled by the research group of "Peking University China Brand Valuation Standard Research Platform"

December, 2017

Preface

        After more than 3 years of planning, demonstration and research, the "China Brand Value Evaluation Standard" has finally come out. This standard condenses the hard works of experts and specialists from Peking University, Tsinghua University, the Policy Research Office of the Central Committee of the Communist Party of China, the Development Research Center of the State Council, the National Development and Reform Commission, the Ministry of Finance, the International Bureau of Statistics, the People's Bank of China, Beijing Normal University, Communication University of China, and the Central Institute of Cultural Management. With their hard working and countless effort, we hope that this standard can play a certain role in evaluation of brand value of corporate value, mergers and acquisitions, financing as well as the enhancement of brand competitiveness, and thus to help Chinese brands to truly stand among the famous global brands.

    Due to limited time and resources, there are still many imperfections in the research results. We are sincerely looking forward to criticisms and guidance from experts, scholars, and colleagues in the business community to discuss with us. We will also keep pace with the times and continue to optimize the research results.

        Thanks to all the comrades who participated in the research work, and thank to the project client Shenzhen Daguan Advertising Co., Ltd. Beijing Branch.

作者：China Brand Valuation Standard