Guiding Opinions on Enhancing Brand Construction issued by seven central government departments

In order to promote independently-developed brands, add value to brands, speed up the development of large scale industries with international well-known brands and increase core competitiveness, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) and other six departments, including the National Development & Reform Commission, the Ministry of Industry, the Ministry of Agriculture, the State Asset Regulatory Commission, the State Intellectual Property Office, the State Tourism Agency jointly formulated the Guiding Opinions on Enhancing Brand Construction (“the Opinions”), which provided for requirement and guidance on how to enhance brand construction and promote economic development. 
The Opinions identifies four key areas to initiate brand construction, that is, agriculture industry, manufacturing industry, strategic emerging industry and service industry. Efforts will be made to create brands which are independently owned with high quality and strong international competitiveness.
According to the Opinions, brand construction should be first targeted at the market. The Opinions also clearly puts forward five major measures to enhance brand building:
1. To strengthen the overall planning of brand building: consultation and cooperation mechanism should be established; policy and measures for brand building should be formulated.
2. To bring into play the main role of corporate brand building: the idea of "quality first" should be firmly established by enterprises, and the awareness of brand competition and brand strategy should be strengthened.
3. To improve the incentive mechanism for brand-building: This includes the government’s incentives, model effect of wellknown brands, value evaluation for brands, etc.

4. To strengthen the foundation of brand-building, establish standardized supporting system for brands, set up consumers satisfaction measuring system;  

5. To improve brand development environment: IPR infringement and counterfeiting enforcement should be strengthened; brand protection and dispute settlement mechanism should be improved; and the public's awareness for quality and brand should be enhanced.