according to the 2016 enterprise brand value co-evaluated by china council for brand development and china national institute of standardization, the brand of bluestar dongda values rmb 522 million, 2.37 times as much as the value of last year (rmb 155 million).
bluestar dongda attached high attention to brand development. in 2016, despite of adverse factors, the company seized the strategic opportunity of supply-side structural reform, and kept the core philosophy of “all staff centering on the market”. faced with acute challenges in the market, it adjusted product mix in time and improved product quality through dedicate analysis and plan. as a result, it managed to leverage the effect of leading brand in the industry, took the initiative in the market and maximized the profit.
this evaluation is guided by general administration of quality supervision, inspection and quarantine and supported by relative technological institutions under the organization of china council for brand development. china national institute of standardization was in charge of the specific calculation work of enterprise and product brand value. it adopted multi-cycle excess earnings approach and introduced the concept of “brand strength”, and then acquired the final result of brand value by evaluating quality, technological innovation, service and intangible assets and other dimensions that comprehensively reflect the potential and competitiveness of brands.