The core content of the national standard "guide to brand evaluation and corporate culture construction of commercial enterprises" is the brand evaluation index and score of commercial enterprises, with a full score of 1000 points, which is divided into five first-class indexes, namely capacity, quality, reputation, corporate culture and influence, as well as brand planning, brand management, guarantee mechanism, enterprise quality, commodity quality, service quality, brand awareness and brand beauty Reputation, brand loyalty, social responsibility, integrity, spiritual belief, publicity and promotion, customer perception, industry communication, industry impact, social impact and other 17 secondary indicators. There are four grades of evaluation results, in order: more than 950 points, five-star brand; more than 900 points, four-star brand; more than 800 points, three-star brand; more than 700 points, two-star brand. The national standard of the guide for brand evaluation and corporate culture construction of commercial enterprises was issued by the General Administration of quality supervision, inspection and quarantine and the National Standardization Commission on December 31, 2011 and implemented on February 1, 2012.

1. Certification application form, including the description of the scope of application for certification, the scope of production, operation or service of the application organization and activities, etc.);
2. Copies of legal status certificates (including business license, legal person certificate of institutions, registration certificate of social organizations, registration certificate of non enterprise legal person, establishment documents of Party and government organs, etc.);
3. Copies of administrative license certificate, qualification certificate, compulsory certification certificate, etc. required by laws and regulations involved in the activities covered by the brand evaluation and corporate culture construction system of commercial enterprises;
4. If the brand evaluation and corporate culture construction system of commercial enterprises cover multiple places, a copy of the legal status certification document of each place (if applicable) shall be attached, and the activities and subcontracting of each multiple place shall be explained;
5. Information on the formation of documents of brand evaluation and corporate culture construction system of commercial enterprises;
6. List of standards for service product implementation;
7. Evidence materials for the effective operation of the brand evaluation and corporate culture construction system of commercial enterprises for more than 3 months;
8. Other necessary documents related to certification review;
9. General information about the applicant organization's field of application for certification, including its activities, human and technical resources, and, where applicable, its functions and relationships in a larger entity;
10. Standards or other requirements for brand evaluation and corporate culture construction system of commercial enterprises for which the application organization seeks certification;
11. Accept the consultation related to the brand evaluation and corporate culture construction system of commercial enterprises, such as the information of consulting institutions and consultants;
12. Apply for and organize all information of outsourcing processes that affect the conformity of brand evaluation and corporate culture construction system of commercial enterprises;
13. Apply for organizing the service blueprint or service process and risk assessment of brand evaluation and corporate culture construction system of commercial enterprises;
14. The number of applicants and their shifts;

1. Certification application
2. Customer perception quality evaluation
3. On site review of initial enterprise
4. Service quality evaluation
5. Certification and approval
6. Post certification authority

1. Authoritative certification, through the certification of commercial enterprises, to prove that in the whole industry, the enterprise operation management has the leading position.
2. Important references and qualification requirements for bidding, government procurement and other activities of large enterprises and institutions.
3. Recognized by consumers, the products and packages of certified enterprises can be marked with the star mark of "brand evaluation and certification of commercial enterprises", which is persuasive and confirmatory for consumers to purchase at ease.
4. The enterprise brand management is up to the standard, and the certified enterprise brand management ability is up to the national standard, which can strengthen the brand management level.
5. Improve the brand management mechanism, establish a good reputation, make continuous improvement, and enhance the sustainable income of the profit chain.
6. Participate in international market competition.