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联合国世界国际品牌评价中心的wibeis评价体系介绍242
World International Brand Evaluation Index System overview WIBEIS《维拜斯》概述 目前，关于世界国际品牌的评价主要有美国的《福布斯》(Forbes)、英国的wpp和联合国世界国际品牌评价中心的《维拜斯》（WIBEIS）三大权威评价体系。其中前两种评价标准均是从经济学角度来评价！WIBEIS《维拜斯》是以商品的质量品质、品格和品位为核心，从商品品牌品质学角度进行科学、系统的评价。 联合国世界国际品牌评价中心是站在全人类公平、公正、中立的联合国世品委，不以某一国家的法律、政治和文化为依据，是按照全世界国际贸易实务和国际法，以全球性视野来评价和考量世界各国品牌产品的广义质量的品质、品格和品位，坚持国际化、非政治化、非利益化原则，研发、编制了这套WIBEIS世界国际品牌评价标准体系。 WIBEIS世界国际品牌评价体系以品牌本质学为理论基础，以大数据技术应用和数理模型及科学算法为技术支撑，以联合国NGO执委会和联合国世品委为平台和窗口，以全球性国际贸易中品牌商品的wibeis科学数据、科学理论、科学模型、科学计算和科学评价为依据，科学评价和考量世界各国参与国际贸易的商品是不是品牌，是什么级次的品牌，成为跨越地缘政治和利益集团，服务于全球最广大商品使用群体的全面、科学、客观、合理的评价体系。该体系始终坚持“品”字第一，坚持双四原则，即“公开、公平、公正、公认”的“四公”工作原则和“品质、品格、品位、品牌”的“四品”质量原则。 联合国世界国际品牌评价中心，简称“世界品牌评价中心”。成立于2016年，是世界品牌组织的下设独立全球性国际法人组织。主要致力于WIBEIS世界品牌评价标准体系的科学研发、完善与应用。 联合国世界国际品牌评价中心作为世界品牌组织的直属国际品牌科学职能机构，其主要职责是：负责全世界各国参与国际贸易的品牌商品科学评价的数理方法、物理模型、算法研究、计算机应用和科学评价以及世界国际品牌的国际评价标准研究、方法研究及品牌基础数据采集、统计、归纳和全球国际贸易中品牌的真实性、健康性、安全性、可靠性、科含量的全球统一性评价与认证等工作；其主要国际职能是：为世界品牌组织的世界国际品牌认定提供国际科学、法力依据；为世界国际品牌大会委员会的世界国际品牌全球确认与发布提供国际科学、法力保障；为全世界各国政府、城市、组织及品牌企业提供国际品牌的科学和法力依据；为全世界认可或者否定某一品牌的假伪性、科技负能和环境破坏提供国际科学依据和法力保障。 WIBEIS世界品牌评价中心作为世界国际品牌大会的技术支撑和世界品牌评价标准的研发机构，主要是从科学的角度对全球各地区优质品牌产品商品进行筛选、评价、认证、排名和发布，其主要职责是从品牌科学的层面帮助企业正确认知品牌，树立品牌，培育品牌和形成世界级国际品牌；让消费者正确的认知品牌，扩大企业品牌知名度，提升企业无形资产，提高企业品牌价值，增强企业的国际竞争力。 Wibeis世界品牌评价标准是从商品广义质量的品质、品位、品格三大方面的九大维度，三百多个要素（海涵了全球一百多个国家的质量标准和两千多个国际行业企业标准等），通过wibeis品牌科学模型、wibeis品牌数理方法和wibeis品牌科学算法，进行严格精确的定量计算和科学分析，全面科学系统地评价和衡量各国的国际品牌的质量水平和综合价值，确定全球国际贸易中各国的产品、商品是不是及品牌的级次。 wibeis得到了联合国相关组织和全球品牌企业及权威机构与组织的确定，已经成为全球性世界国际品牌的主流评价指标体系。 宗旨与使命：在去政治化、去利益化的前提下，以建立纯科学的全球统一的世界国际品牌评价标准体系，降低人为主观偏差，提高国际品牌评价的科学性、准确性和规范性，广泛吸纳各国标准与规则，去伪存真，研发并确立真正科学的世界国际品牌评价国际标准与规则。 主要任务：对全球各国的国际品牌进行科学、公平、公正、公开、系统的评价，向世界国际品牌大会和各国政府及全球权威媒体定期发布评价结果、向符合wibeis评价标准的企业颁发“世界国际品牌认证书”。 wibeis是真假品牌的照妖镜，是商品质量（广义质量）的筛选器，是产品品质的检测器，是产品品格的检验器，是品牌品位的显示器。 品质是品牌的宽度和硬度，是品牌的核心，品格是品牌的高度和塑性，是品牌的精髓；品位是品牌的深度和强度，是品牌的定力。科技可以提升品牌的高度，文化可以加深品牌的深度，二者融合可以提高品牌的强度！ 品牌是商品质量（广义质量）品质、品格、品位的统一体。其本质是商品质量的核心体，是赋予商品质量的品质、品格、品位三位一体的内涵与外延的综合体，是用于区别和衡量好产品与普通产品的科学尺度与规则；其核心是商品质量的品质，其表象是商品的商标、牌子和名气；其主体是商品的生产者和提供者，其客体是商品的使用者和消费者； 品牌具有始终的本质与核心，也具有极其丰富的外延与表象。品牌的本质相对固定并不易被发现和衡量，但安全、真实、可靠；品牌外延多变而容易被发现和放大，但操作、虚假、不可靠。所以，联合国世品委认为，以品牌本质确定的品牌是真品牌，以品牌外延、表象所确定的品牌是外延品牌即伪品牌、假品牌。 提起品牌人人都懂，人人皆知！但要他讲清楚品牌，就连什么是品牌的概念，都没有几个人讲清楚！为什么会这样呢？ 1、目前关于品牌的标识定义不准确，不科学。标识品牌概念只是最原始的品牌的启蒙概念，不是品牌本质的学说，只是品牌的表现说，在不准确的概念下的一切，其结果大家可想而知！也不可能得出正确的、科学的成果！ 2、品牌已经不是原始的标识一个产品那么简单，尤其是随着经济全球化和贸易国际化的深入，品牌已经成为商品好坏、优劣的最重要象征，所以品牌标识说对品牌的分析研究很不深入。要正确、科学的给品牌定义，必须研究清楚品牌几个基本概念。 第一，品牌是实实在在的，真真实实商品，不是虚无缥缈的概念； 第二，品牌是质量优秀的商品，不是普通质量的商品； 第三，品牌是品质商品，不是奢侈品；品牌不一定是奢侈品！ 第四，品牌有主体，有客体； 第五，品牌具有双重性——经济性和科学性； 第六，品牌有本质和表象，有内涵和外延（外表外显）。 3、现在对品牌的定义，基本上以品牌的外延和表象来定义。所以，我们认为不准确，不科学。结果导致了全球性的假冒品牌商品满天飞！ 在国际贸易中，各国政府、各国企业均以国际品牌自居、自称，但根据联合国世界国际品牌评价中心wibeis与世界多所大学的相关调查、研究统计，在国际贸易实务中，假冒伪劣品牌已经成为仅次于贩毒的危害全世界人类健康、和平与安全的全球第二大毒瘤与问题！ 其中，wibeis（维拜斯）和世界多所大学对2013-2017全球40多个国家，三千多个国际贸易商品的跟踪、研究统计：发现： 1、国际贸易中，46.7%的商品存在质量问题，64.9%的商品存在以次充好等的现象；综合76.4%的商品存在品质问题，属于伪品牌或者假品牌！ 2、各国政府质量检验机构确认的各国合格商品，87.2%的具有地缘政治利益庇护和经济法律利益保护问题，不能按照全球统一国际标准衡量或者监管； 3、国际贸易中，63%的商品不具备核心技术，34%的商品存在侵权或者偷袭技术问题； 4、92.1%的国际贸易商品，均以国家品牌、世界品牌、国际品牌、国际大牌、著名品牌、知名品牌的名义参与国际贸易；其中，真正达到世界级国际品牌标准的不到30%。所以，实施品质品牌战略非常重要，势在必行！ 5、品牌商品国际贸易的成功率高出普通商品的500%； 6、各国政府、各种社会组织评判的品牌74%以上存在各种问题；可信度达不到27 %。 这就是全球国际贸易中世界国际品牌发展的大背景！ 假冒伪劣已经囊括了消费者的衣食住行用，并且大有全球泛滥和蔓延之势！所以，强化品牌意识，抵制假冒伪劣，规范品牌概念、确定品牌评价标准，与每个人息息相关，不仅仅是联合国NGO组织、联合国世品委、各国驻联合国代表团的事情，也是我们每一个地球人的使命、责任和义务。 怎样才能成为世界国际品牌 首先，产品必须要有优质的质量、要有国际水平的品质 其次，商品必须接受科学、公正、公认的国际品牌评价指标体系的评价与确认。而非政治的，或者经济上的评价或者肯定！ 第三，必须得到国际社会和全世界人民的认可。如果我们的好产品、好品质得不到科学、公认的评价，一味的通过企业的自我宣传与广告、政府的政治肯定与表彰，那是无法成为真正的世界级国际品牌的！ 第四，要明白，世界国际品牌，共分为八级，八个层级，21个级次。各国省部级以下，没有资格成为国际品牌！ 第五，通过世品委世品会四大洲工作委员会和各国工作委员会，在全世界要建设七大世界国际品牌大湾区和十大世界国际品牌之都，并通过七大世界国际品牌大湾区和十大世界国际品牌之都，带动全世界经济、文化、科技、教育等各行各业的健康发展。 世界级国际品牌（大于99国） 洲际级国际品牌（大于49国） 国际级国际品牌（大于1国，小于11国） 国家级品牌（小于1国） 省部级品牌 行业品牌 地区（城市）品牌 厂商品牌 World International Brand Evaluation Index System overview WIBEIS《维拜斯》 At present, the evaluation of world international brands mainly includes the three authoritative evaluation systems of Forbes in the United States, wpp in the United Kingdom and WIBEIS in the United Nations World International Brand Evaluation Center.The first two evaluation criteria are evaluated from the perspective of economics! WIBEIS is based on the quality, character and taste of the goods, and scientific and systematic evaluation from the perspective of commodity brand quality. The United Nations World International Brand Evaluation Center is a fair, just and neutral United Nations World Trade Commission. It is based on the laws, politics and culture of a certain country. It is evaluated in a global perspective in accordance with international trade practices and international law. Considering the quality, character and grade of brand products from all over the world, and adhering to the principles of internationalization, non-politicization and non-interest, we have developed and compiled this set of wibeis world international brand evaluation standards. The wibeis world international brand evaluation system is based on brand quality theory, with the support of big data technology as the technology, the United Nations World Products Committee as the platform and window, and the scientific data, scientific theory and scientific model of brand science in global international trade. Based on scientific calculations and scientific evaluations, scientifically evaluate and consider whether the countries participating in international trade in the world are brands, what grades are the brands, and become a comprehensive, cross-geopolitical and interest group that serves the world’s most extensive commodity use groups. Scientific, objective and reasonable evaluation system.The system always adheres to the first word of "goods" and adheres to the principle of double four, that is, the "four public" working principle of "openness, fairness, justice and recognition" and the "four products" quality principle of "quality, character, taste and brand". Through the three aspects of the quality of the goods, the nine dimensions, the three hundred elements (Haihan has more than 2,000 international standards and tens of thousands of industry standards), comprehensively systematically reveal and measure international brands. Quality level and comprehensive value.Wibeis is a true and false brand of the demon mirror, is a product quality (general quality)filter, is a product quality detector, is a product character tester, is a brand-grade display. Quality is the hardness of the brand, the core of the brand, the character is the height and widthofthe brand, is the essence of the brand; the quality is the depth and strength of the brand,is the brand's strength.Technology can enhance the brand's height, culture can deepen the depth of the brand, and the combination of the two can increase the strength of the brand! Brand is the unity of product quality (general quality) quality, character and grade.Its essence is the core body of commodity quality, it is a combination of the connotation and extension of the quality, character and taste of the product, which is the scientific scale and rule for distinguishing and measuring good products and common products; its core is the quality of goods. The quality of the product is the trademark, brand and reputation of the commodity; its main body is the producer and provider of the commodity, and its object is the user and consumer of the commodity; The brand has always the essence and core, but also has an extremely rich extension and appearance.The United Nations World Products Committee believes that the brand determined by the essence of the brand is a true brand. The brand determined by the brand extension and appearance is an out-of-print brand, that is, a pseudo-brand or a fake brand. Everyone knows the brand, everyone knows! But if he wants to make a clear statement about the brand, even the concept of the brand is not clear to everyone! Why is this? 1. The current definition of the brand is not accurate and unscientific.Everything under the inaccurate concept can be imagined! It is impossible to draw correct and scientific results! 2. The analysis of the brand is not in-depth.To correctly and scientifically define a brand, we must study several basic concepts of the brand. First, the brand is real, real and real goods, not a vain concept; Second, the brand is a product of excellent quality, not a commodity of ordinary quality; Third, the brand is a quality product, not a luxury; luxury is not necessarily a brand! Fourth, the brand has a subject and an object; Fifth, the brand has duality – economic and scientific; Sixth, the brand has the essence and appearance, and has connotation and extension (external appearance). 3. The definition of the brand is basically defined by the extension and appearance of the brand.Therefore, we believe that it is not accurate and not scientific.As a result, global counterfeit brand goods are flying all over the world! In international trade, governments and companies from all over the world use their own international brands to claim their own, but according to the statistics of the United Nations World International Brand Evaluation Center wibeis, in the practice of international trade, counterfeit and shoddy brands have become the second most harmful to drug trafficking worldwide. The world's second largest cancer and problem of human health, peace and security! Among them, wibeis (Vibais) on the 2013-2017 global more than 40 countries, more than 3,000 international trade goods tracking, research statistics: found: 1. In international trade, 46.7% of the goods have quality problems, and 64.9% of the goods have shoddy and so on; 2. The national brand goods confirmed by the quality inspection agencies of various governments, 87.2% of the protection of political interests and economic interests, can not be fully measured or regulated according to international standards such as the essential elements of the brand; 3. In international trade, 63% of the goods do not have core technology, and 34% of the goods have infringement or sneak attack technical problems; 4. 92.1% of international trade goods participate in international trade under the name of national brands, world brands, international brands, international big names, famous brands and well-known brands; among them, less than 30% truly reach the world-class international brand standards.Therefore, the implementation of quality brand strategy is very important, it is imperative! 5. The success rate of international trade in branded goods is 500% higher than that of ordinary commodities; 6. More than 74% of the brands judged by governments and various social organizations have various problems; the credibility is less than 27%. This is the background of the development of international brands in the world of international trade! Counterfeit and shoddy has already covered consumers' food, clothing and housing, and it has a global spread and spread! Therefore, strengthening brand awareness, resisting counterfeiting, regulating brand concepts, and determining brand evaluation standards are closely related to everyone, not just UN. The organization, the UN Commission on the World, and the missions of various countries to the United Nations are also the mission, responsibility and obligation of each of our people. How can we become a world international brand? First of all, the product must have high quality and have international quality. Second, commodities must be evaluated and confirmed by a scientific, fair, and recognized international brand evaluation index system.Not political, or economic evaluation or affirmation! Third, it must be recognized by the international community and the people of the world.If our good products and good quality are not scientifically and generally recognized, and we will not become a truly world-class international brand through the self-promotion and advertising of the enterprise and the political affirmation and recognition of the government! Fourth, we must understand that the world international brands are divided into eight levels, eight levels, and 16 levels.Under the provincial and ministerial level, it is not qualified to become an international brand! World-class international brand Intercontinental international brand International brand National brand Provincial and ministerial brands Industry brand Regional (city) brand Manufacturer brand
第五，要明白，品牌的生产与形成：分四大阶段，八个步骤！ Ø品牌研究与生产（是企业与研究机构共同的事情） Ø品牌评价与认证（是纯科学的过程，不能加入商业化或者政治化因素） Ø品牌确认与发布（是非政治的联合国组织更科学，更可靠） Ø品牌传播与运营（是企业和媒介的事情） 关于品牌谬论与笑话很多：有些人认为品牌是宣传出来的，品牌是策划出来的，甚至于品牌是政府肯定出来的等等！结果是品牌概念模糊化、宽泛化和表面化，导致政治品牌、概念品牌、忽悠品牌和假冒品牌全球泛滥。只有从商品、产品品牌的本质上才可以准确、科学、精准的评价和衡量是不是品牌、是什么层级的品牌！ WIBEIS世界国际品牌评价体系作为市场需求的风向标、品质认定的度量器、品牌价值的刻度尺、企业话语的发声台，它将以产品质量的品质、品格和品位为纽带，将企业、技术、经济紧紧地联系在一起，推动全球经济的共同发展，促进全世界各个国家国际品牌的建设。 附件： 一、品牌的科学含义 产品的什么是品质：产品品质是指产品所具备的一组或多组能达到客户满意所 具备的固有特性，并进行必要的信息化披露， 是反映商品满足规定和隐含需要能力的特性总和。 就是指品牌商品选材材质好、使用安全性好、制造工艺好、使用寿命长、质量好！返修率低；安全性、服务好等等； 产品的什么是品格：产品品格是指产品满足客户需要和潜在欲望的产品质量固有属性的高度；即就是指不但品质好，而且与同类、同行业其他产品相比，更人性化、更方便、更好使用；内部结构更合理、更丰富、更科学、返修率极低，外观常用常新；更智能化+更生态化；解决是饭更节省、更实惠、更快捷的问题；要积极解决附加值高而有便宜的问题； 产品的什么是品位：产品品位是指产品在满足客户和社会发展需求与进步的产品固有属性和发展潜力的深度。即就是，除了品质、品格外，商品更有利于健康，更有利于节省和更有利于环保；更是用户用过后，念念不忘、爱不释手；这种电饭煲解决了吃好饭的问题，也解决了饭更香的问题；还做出了健康饭、节省饭和环保饭。 什么是品牌：品牌就是商品质量品质品格品位的统一体，他的本质是商品质量的核心体，是赋予商品质量的品质、品格、品位三位一体的内涵与外延的综合体，是用于区别和衡量好产品与普通产品的科学尺度与规则；品质是品牌的核心、品格是品牌的精髓、品位是品牌的定力。其表象是商品的名称、牌子和名气；其主体是商品的生产者和提供者，其客体是商品的使用者和消费者； 品牌商品除了好的品质、品格、品位外，还要名气大、知名度高、有产品质量问题保障和追踪体验系统，有非政治的第三方评价体、监督体系和全球人民的认可度。 品牌不是简简单单的一个名字或者称谓！品牌可以用名称、术语、标记、符号或图案标示，或者用它们的不同组合来标示，但这个名称或者符合并不是品牌的核心与本质，而仅仅是一个标识。 一个商品是不是品牌，不是主体或者客体单独说了算，必须要经过非政治、非利益的具有权威性和公正性的科学评价体系的评价与认证；否则不能随随便便冠以品牌的名头！ 以品牌本质确认的品牌就是真品牌，以品牌外延确认的品牌就是概念品牌、外延品牌！忽悠品牌甚至于是假品牌！ 二、wibeis评价体系框架 WIBEIS（维拜斯）世界国际品牌评价指标体系主要侧重于产品本身质量品质水平、客户认可度、国际化程度与品质保障能力的评价与衡量；弱化其品牌市场价值的测评！ 品质管理的方法可以分为两大类：一是建立在全面质量管理思想之上的组织性的品质管理；二是以数理统计方法为基础的品质控制。 品质品牌评价是在对商品品质的生产、管理和使用结果进行综合评价的组织性数理统计科学。不是只对生产，或者管理或者运营的单一评价！ 品质是精益求精造出来的，是严格管理管出来的，是反复实践验出来的，是科学评价认出来的。不是名人代言活动计划出来的，不是广告宣传吹嘘出来的，更不是靠利益化的买卖牌子，买卖名气，买卖政绩买卖出来的！ 为了便于世界各国品牌企业的自我参与和完善，也为了便于全球世界国际品牌的建设与管理工作，品质品牌评价从九个维度，即质量质保、技术创新、服务与追诉、客户认可度（本土客户认可度和国际客户认可度）、国际行业领导力、国际品牌体系参与度、国际品牌建设体系完整度、有形资产和无形资产等，有三百多个要素（其中海涵了两千多个国际标准和上万个行业企业标准（占比4.6%）及9000族评价结果（占比6.7%）等），各国的质量认证（包括CE认证、CCC认证、FCC认证、FDA认证、SGS认证、GS认证、TUV认证等等近千种）（占比7.8%），全面系统的反映国际品牌的质量水平和综合价值。 本评价指标体系由九个一级指标、通过十一个表格组成，内含七十多个二级指标，三百多个三级指标，总共10000分。 该部评价指标体系填补了全球世界级国际品牌评价的相关标准，涉及到了许多空白点，重点强调企业在品牌建设活动中，要突出产品本身的质量品质（120分），客户满意度、社会责任（100分），品牌诚信（60分），和企业品牌文化（150分）等等。对世界各国的产品制造和商品品质的评价有指导和帮助作用。
品牌是由品牌在全部生产制造过程，品牌内部诸要素相互联系与作用而形成的固有的本质特征属性。但品牌的本质比较被难以发现与发掘，而品牌外延不但丰富多彩，而且极易放大与吹嘘。但以品牌外延确定的品牌往往70%以上是不可靠的，属于假伪品牌。只有剥离包裹在品牌外表的层层外衣，才可以真正看到品牌的本质内涵，也才能真正评价与筛选出真品牌。
Wibeis科学评价，属于品牌科学范畴，不属于品牌市场学或者品牌实践学范畴！
品牌科学需要科学方法与科学理论支撑。与品牌市场学与品牌实践学的职责与使命完全不同。
Global commodity quality international level evaluation
表1 全球产品质量品质国际水平评价指数体系
world of international brand evaluation index system overview Wibeis Overview of Wibais At present, the evaluation of world international brands mainly includes the three authoritative evaluation systems of Forbes in the United States, wpp in the United Kingdom and WIBEIS in the United Nations World International Brand Evaluation Center.The first two evaluation criteria are evaluated from the perspective of economics! WIBEIS is based on the quality, character and taste of the goods, and scientific and systematic evaluation from the perspective of commodity brand quality. The United Nations World International Brand Evaluation Center is a fair, just and neutral United Nations World Trade Commission. It is based on the laws, politics and culture of a certain country. It is evaluated in a global perspective in accordance with international trade practices and international law. Considering the quality, character and taste of brand products from all over the world, and adhering to the principles of internationalization, non-politicization and non-interest, we have developed and compiled this set of wibeis world international brand evaluation standards. The wibeis world international brand evaluation system is based on brand quality theory, with the support of big data technology as the technology, the United Nations World Products Committee as the platform and window, and the scientific data, scientific theory and scientific model of brand science in global international trade. Based on scientific calculations and scientific evaluations, scientifically evaluate and consider whether the countries participating in international trade in the world are brands, what grades are the brands, and become a comprehensive, cross-geopolitical and interest group that serves the world’s most extensive commodity use groups. Scientific, objective and reasonable evaluation system.The system always adheres to the first word of "goods" and adheres to the principle of double four, that is, the "four public" working principle of "openness, fairness, justice and recognition" and the "four products" quality principle of "quality, character, taste and brand". Through the three aspects of the quality of the goods, the nine dimensions, the three hundred elements (Haihan has more than 2,000 international standards and tens of thousands of industry standards), comprehensively systematically reveal and measure international brands. Quality level and comprehensive value. Wibeis is a true and false brand of the demon mirror, is a product quality (general quality) filter, is a product quality detector, is a product character tester, is a brand-grade display. Quality is the hardness of the brand, the core of the brand, the character is the height and width of the brand, is the essence of the brand; the quality is the depth and strength of the brand, is the brand's strength.Technology can enhance the brand's height, culture can deepen the depth of the brand, and the combination of the two can increase the strength of the brand! Brand is the unity of product quality (general quality) quality, character and taste.Its essence is the core body of commodity quality, it is a combination of the connotation and extension of the quality, character and taste of the product, which is the scientific scale and rule for distinguishing and measuring good products and common products; its core is the quality of goods. The quality of the product is the trademark, brand and reputation of the commodity; its main body is the producer and provider of the commodity, and its object is the user and consumer of the commodity; The brand has always the essence and core, but also has an extremely rich extension and appearance.The United Nations World Products Committee believes that the brand determined by the essence of the brand is a true brand. The brand determined by the brand extension and appearance is an out-of-print brand, that is, a pseudo-brand or a fake brand. Everyone knows the brand, everyone knows! But if he wants to make a clear statement about the brand, even the concept of the brand is not clear to everyone! Why is this? 1. The current definition of the brand is not accurate and unscientific.Everything under the inaccurate concept can be imagined! It is impossible to draw correct and scientific results! 2. The analysis of the brand is not in-depth.To correctly and scientifically define a brand, we must study several basic concepts of the brand. First, the brand is real, real and real goods, not a vain concept; Second, the brand is a product of excellent quality, not a commodity of ordinary quality; Third, the brand is a quality product, not a luxury; luxury is not necessarily a brand! Fourth, the brand has a subject and an object; Fifth, the brand has duality – economic and scientific; Sixth, the brand has the essence and appearance, and has connotation and extension (external appearance). 3. The definition of the brand is basically defined by the extension and appearance of the brand.Therefore, we believe that it is not accurate and not scientific.As a result, global counterfeit brand goods are flying all over the world! In international trade, governments and companies from all over the world use their own international brands to claim their own, but according to the statistics of the United Nations World International Brand Evaluation Center wibeis, in the practice of international trade, counterfeit and shoddy brands have become the second most harmful to drug trafficking worldwide. The world's second largest cancer and problem of human health, peace and security! Among them, wibeis (Vibais) on the 2013-2017 global more than 40 countries, more than 3,000 international trade goods tracking, research statistics: found: 1. In international trade, 46.7% of the goods have quality problems, and 64.9% of the goods have shoddy and so on; 2. The national brand goods confirmed by the quality inspection agencies of various governments, 87.2% of the protection of political interests and economic interests, can not be fully measured or regulated according to international standards such as the essential elements of the brand; 3. In international trade, 63% of the goods do not have core technology, and 34% of the goods have infringement or sneak attack technical problems; 4. 92.1% of international trade goods participate in international trade under the name of national brands, world brands, international brands, international big names, famous brands and well-known brands; among them, less than 30% truly reach the world-class international brand standards.Therefore, the implementation of quality brand strategy is very important, it is imperative! 5. The success rate of international trade in branded goods is 500% higher than that of ordinary commodities; 6. More than 74% of the brands judged by governments and various social organizations have various problems; the credibility is less than 27%. This is the background of the development of international brands in the world of international trade! Counterfeit and shoddy has already covered consumers' food, clothing and housing, and it has a global spread and spread! Therefore, strengthening brand awareness, resisting counterfeiting, regulating brand concepts, and determining brand evaluation standards are closely related to everyone, not just UN. The organization, the UN Commission on the World, and the missions of various countries to the United Nations are also the mission, responsibility and obligation of each of our people. How can we become a world international brand? First of all, the product must have high quality and have international quality. Second, commodities must be evaluated and confirmed by a scientific, fair, and recognized international brand evaluation index system.Not political, or economic evaluation or affirmation! Third, it must be recognized by the international community and the people of the world.If our good products and good quality are not scientifically and generally recognized, and we will not become a truly world-class international brand through the self-promotion and advertising of the enterprise and the political affirmation and recognition of the government! Fourth, we must understand that the world international brands are divided into eight levels, eight levels, and 16 levels.Under the provincial and ministerial level, it is not qualified to become an international brand! World-class international brand Intercontinental international brand International brand National brand Provincial and ministerial brands Industry brand Regional (city) brand Manufacturer brand
Fifth, we must understand that the production and formation of the brand: divided into four major stages, eight steps! ØBrand research and production (a matter shared by companies and research institutions) ØBrand evaluation and certification (a purely scientific process that cannot be incorporated into commercial or politicized factors) ØBrand recognition and release (a non-political UN organization is more scientific and more reliable) ØBrand communication and operation (things of business and media) There are a lot of brand paradoxes and jokes: Some people think that brands are planned, brands are promoted, brands are planned, even brands are definitely approved by the government, etc. The result is that the brand concept is blurred, broadened and superficialized. Leading to the global proliferation of political brands, concept brands, Fudge brands and counterfeit brands.Only from the essence of goods and product brands can we accurately and scientifically and accurately evaluate and measure whether it is a brand or a brand of a level! Wibeis world international brand evaluation system as the wind vane of market demand, the measure of quality identification, the scale of brand value, the sounding platform of corporate discourse, it will be based on the quality, character and taste of product quality, will be enterprise, technology, economy They are closely linked to promote the common development of the global economy and promote the construction of international brands in various countries around the world. annex: First, the scientific meaning of the brand What is the quality of the product: Product quality refers to the inherent characteristics of one or more sets of products that can satisfy the customer's satisfaction, and the necessary information disclosure, which is the sum of the characteristics that reflect the ability of the product to meet the requirements and implied needs. . It means that the material selection of the brand goods is good, the safety of use is good, the manufacturing process is good, the service life is long, the quality is good, the repair rate is low, the safety, the service is good, etc. What is the character of the product: Product character refers to the height of the inherent quality of the product that meets the customer's needs and potential desires; that is, it means not only good quality, but also more humanized and convenient compared with other products in the same industry and the same industry. Better use; the internal structure is more reasonable, richer, more scientific, the repair rate is extremely low, the appearance is often new; more intelligent + more ecological; the solution is more economical, more affordable, faster; to actively solve The problem of high added value and low cost; What is the product's taste: Product grade refers to the depth of the product's inherent attributes and development potential in meeting customer and social development needs and progress.That is to say, in addition to quality and character, the goods are more conducive to health, more conducive to saving and more conducive to environmental protection; more is, after the user has used it, they will never forget and love it; this rice cooker solves the problem of eating good food and also solves the meal. More fragrant problems; also made healthy meals, saving rice and environmentally friendly rice. What is a brand: a brand is the unity of the quality and quality of a product. His essence is the core of the quality of goods. It is a combination of the connotation and extension of the quality, character and taste of the product. It is used to distinguish and measure The scientific scale and rules of good products and common products; quality is the core of the brand, character is the essence of the brand, and the taste is the strength of the brand.Its appearance is the name, brand and reputation of the commodity; its main body is the producer and provider of the commodity, and its object is the user and consumer of the commodity; In addition to good quality, character and taste, branded products also have high reputation, high visibility, product quality problem protection and tracking experience system, non-political third-party evaluation body, supervision system and recognition of people around the world. A brand is not simply a name or title! Brands can be labeled with names, terms, marks, symbols or patterns, or with different combinations of them, but the name or conformity is not the core and essence of the brand, but merely An identifier. Whether a commodity is a brand, not a subject or an object, has to be judged separately. It must be evaluated and certified by a non-political and non-interested scientific evaluation system with authority and impartiality; otherwise, it cannot be casually crowned with the brand name. ! The brand confirmed by the essence of the brand is the real brand, and the brand confirmed by the brand extension is the concept brand and the extension brand! The Fudge brand is even a fake brand! Second, the wibeis evaluation system framework Wibeis World International Brand Evaluation Index System focuses on the evaluation and publication of product quality and quality, customer recognition, internationalization and quality assurance capabilities; weakening the evaluation of its brand market value! Quality management methods can be divided into two categories: one is based onTotal quality managementOrganizational quality management above thought; second, based on mathematical statisticsquality control。 Quality brand evaluation is an organizational mathematical statistics science that comprehensively evaluates the production, management and use of product quality.Not just a single evaluation of production, or management or operations! Quality is created by excellence, it is strictly managed, it is repeatedly tested, and it is recognized by scientific evaluation.It’s not a political activity plan, it’s not an advertisement propaganda, it’s not a profitable trading sign, buying and selling, buying and selling political achievements! In order to facilitate the self-participation and improvement of brand companies all over the world, and to facilitate the construction and management of international brands in the world, quality brand evaluation from nine dimensions, namely quality assurance, technological innovation, service and prosecution, customer recognition (local customers) Recognition and international customer recognition), international industry leadership, international brand system participation, international brand building system integrity, tangible assets and intangible assets, etc., there are more than 300 elements (including more than 2,000 international standards) And tens of thousands of industry enterprise standards (accounting for 4.6%) and 9000 family evaluation results (accounting for 6.7%), etc., through 11 forms, comprehensively and systematically reflect the quality level and comprehensive value of international brands. The evaluation index system consists of nine first-level indicators and 11 forms. It contains more than 70 second-level indicators and more than 300 three-level indicators, totaling 10,000 points. The evaluation index system of the Ministry has filled the relevant standards of world-class international brand evaluation, involving many blank points, emphasizing that in the brand building activities, the company should highlight the quality of the product itself (120 points), customer satisfaction, social responsibility ( 100 points), brand integrity (60 points), and corporate brand culture (150 points) and so on.It has guidance and help for the evaluation of product manufacturing and product quality in countries around the world.
Global commodity quality international level evaluation
表1 全球产品质量品质国际水平评价指数体系
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