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Chinese researchers have developed a new tool to standardize the evaluation of Chinese domestic brands.|
The index, called the CBI or Chinese brand competitiveness index, aims to reflect and gauge the overall competitiveness of China’s domestic brands, and is the result of research undertaken by the Chinese Academy of Social Sciences (CASS) in conjunction with the China Marketing Association.
Zhang Shixian, a CASS researcher and president of the Economy and Management Publishing House, started the research in 2008, and its findings were released at the launch of a brand management conference held on August 15, 2011, in Beijing.
The comprehensive index has three layers of comparisons, with the focuses on financial performance, market performance, potential development and customer loyalty, said Zhang.
It also includes 18 parameters for the second-layer, and 72 for the third one, relevant to business turnover, net profits, net assets, scale of production, efficiency and profit margins.
"This system is based on extensive statistic gathering and quantitative research methods, and has drawn upon well-practiced international assessment standards." According to Zhang it is the first time such research has been applied in a Chinese context.