品牌是企业乃至国家核心竞争力的综合体现,品牌建设事关国家的社会发展和经济转型升级,品牌评价更是品牌建设的核心内容。现阶段,我国品牌价值评价存在两个主要问题,一是缺乏权威的品牌评价机构,二是国内品牌评价还存在评价标准不统一、评价结果差异大、评价组织乱等问题,难以体现品牌评价的导向作用。上海市质量和标准化研究院(SIS),近年来在品牌价值评价领域开展了大量研究工作,构建了一套科学公正的品牌评价体系,连续两年支撑上海市服装品牌价值评价排行榜项目。期望通过品牌评价体系的建立和推广应用,帮助企业规划品牌发展战略,推进“中国产品”向“中国品牌”转变。 Brand is a comprehensive reflection of the core competitiveness of enterprises and even countries. Brand building is related to the social development and economic restructuring and upgrading of the country. Brand evaluation is the core content of brand building. At this stage, there are two main problems in the evaluation of brand value in our country. One is the lack of authoritative brand evaluation institution. The other is that there are still some problems in domestic brand evaluation, such as non-uniform evaluation criteria, large differences in evaluation results and disorder of evaluation organizations, Guiding role. In recent years, Shanghai Institute of Quality and Standardization (SIS) has carried out a great deal of research work in the field of brand value assessment and has built up a set of scientific and fair brand evaluation system, which has supported Shanghai’s clothing brand value rating list project for two consecutive years. Expected to establish and promote the application of brand evaluation system to help enterprises plan their brand development strategies and promote the transformation of “Chinese products” to “Chinese brands”.