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China Making a Brand New Name for Itself
China will make great effort to foster top brand name products in the next five to 10 years.

The aim is to help sharpen the competitive edge of Chinese enterprises in both the domestic and international markets and promote economic growth.

The move was announced by Rong Jianying, executive deputy secretary-general of the China Promotion Committee for Top-Brand Strategy in an interview with China Daily.

Fostering top Chinese brands is the committee's main goal in the next few years especially since World Trade Organization (WTO) entry means a more open market with more foreign brand-name products, Rong said.

Competition will intensify in China and the country must come up with ways to meet these challenges, Rong said.

Chinese firms have an unprecedented opportunity to expand their presence in the international market and export more products abroad.

To win a share of the market, Chinese firms need to work hard to develop top competitive brand-name products, he said.

Brand names are seen as a symbol of strict production and sales management and scientific marketing techniques as well as having good reputations among consumers, he said. Brand names also mean larger market shares and have sound economic returns, he added. Rong's committee was established in Beijing last year and is the only top-brand evaluation organization in the country.

The committee works to strengthen the management and supervision of China's top-brand products by promoting the implementation of top-brand strategy in enterprises and directing companies to improve product quality.

The committee evaluates top-brand products once a year and awards successful candidates with China Top-Brand award.

Last year, the committee awarded the title to 57 products from 45 companies, ranging from household appliances and food products to clothing. Rong also said his committee is willing to cooperate with foreign counterparts in promoting the development of the country's top-brand strategy.

(China Daily March 17, 2002)

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