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With the prohibition of commercial publicity of "China Famous brand" and "China well-known trademark", the certification of commercial enterprise brand evaluation star evaluation service has gradually become well-known to the majority of enterprises. The basis of this certification is GB/T27925-2011 "Commercial Enterprise Brand Evaluation and corporate culture construction Guide", which is the first national standard for brand evaluation in China, which was implemented in 2012.

The core content of the standard is the commercial enterprise brand evaluation indicators and scores, full score is 1000 points, divided into "ability, quality, reputation, corporate culture, influence" and other 5 first-level indicators. "Brand planning, brand management, guarantee mechanism, enterprise quality, product quality, service quality, brand awareness, brand reputation, brand loyalty, social responsibility, integrity, spiritual belief, publicity and promotion, customer perception, industry communication, industry impact, social impact" 17 secondary indicators, and 52 tertiary indicators.