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世界国际品牌评价的国际标准揭晓

联合国确定wibeis为世界国际品牌评价的国际标准

 

【联合国世品委】20日美国纽约联合国总部电:wibeis世界国际品牌评价指标体系作为世界国际品牌评价的国际标准,得到了多国驻联合国代表团的认同,也得到全世界各国世界级国际品牌企业的普遍认同与应用,2018年11月28日,联合国NGO执委会主席签发了联合国NGO组委会的主席函,向全世界正式确定:wibeis(维拜斯)成为世界国际品牌评价的国际标准。

United Nations Headquarters, New York, United States, 20th: Wibeis World International Brand Evaluation Index system as the world's international brand evaluation standard, has been recognized by multinational delegations to the United Nations, but also by the world's international brand enterprises around the universal recognition and application, November 28, 2018, The Chairman of the United Nations NGO Executive Committee issued a letter from the Chairman of the United Nations NGO Organization to formalize the world: Wibeis (Vibais) became the world's international standard for brand evaluation.

Wibeis(维拜斯)介绍:

At present, the evaluation of the world's international brands are mainly the United States Forbes, the UK WPP and the United Nations World International Brand Evaluation Center of the "Vibais" (Wibeis) three authoritative evaluation system. One of the first two evaluation criteria are from an economic point of view to evaluate! Wibeis "Vibais" is based on the quality of goods, character and taste as the core, from the perspective of commodity brand quality science, systematic evaluation.

目前,关于世界国际品牌的评价主要有美国的《福布斯》(Forbes)、英国的wpp和联合国世界国际品牌评价中心的《维拜斯》(WIBEIS)三大权威评价体系。其中前两种评价标准均是从经济学角度来评价!WIBEIS《维拜斯》是以商品的质量品质、品格和品位为核心,从商品品牌品质学角度进行科学、系统的评价。

The United Nations World International Brand Evaluation Center is standing in a fair and just, the United Nations Quality Committee, with a global perspective to evaluate and consider the world's brand products of quality quality, character and taste, adhere to the principles of internationalization, non-political, non-interest, research and development, the preparation of this set of Wibeis (Vibais) World International brand evaluation standards.

联合国世界国际品牌评价中心是站在公平、公正、的联合国世品委,以全球性视野来评价和考量世界各国品牌产品的质量品质、品格和品位,坚持国际化、非政治、非利益化原则,研发、编制了这套WIBEIS(维拜斯)世界国际品牌评价标准。

WIBEIS the World International brand evaluation system takes brand quality as the theoretical basis, takes the application of big data technology as the technical support, takes the United Nations World Product Committee as the Platform and window, evaluates and considers the international quality product brand of all countries in the world from the global vision, and becomes a comprehensive, scientific and An objective and reasonable evaluation system. The system always adhere to the "product" word first, that is, adhere to the double four principle, "Open, fair, just, recognized" "Four public" work principles and "quality, character, taste, brand" "Four products" quality principle, through nine dimensions, more than 300 elements (Haihan more than 2000 international standards and tens of thousands of industry enterprise standards, Comprehensively and systematically reveal and measure the quality quality level and comprehensive value of international brands.

WIBEIS世界国际品牌评价体系以品牌品质学为理论基础,以大数据技术应用为技术支撑,以联合国世品委为平台和窗口,以全球性视野评价和考量世界各国国际质优产品品牌,成为跨越地缘政治和利益集团,服务于全球最广大商品使用群体的全面、科学、客观、合理的评价体系。该体系始终坚持“品”字第一,即坚持双四原则,“公开、公平、公正、公认”的“四公”工作原则和“品质、品格、品位、品牌”的“四品”质量原则,通过九个维度、三百多个要素(海涵了全球两千多个国际标准和上万个行业企业标准等),全面系统地揭示和衡量国际品牌的质量品质水平和综合价值。

一、品牌的科学含义

What is the quality of the product: product quality refers to the product has a group or groups can achieve customer satisfaction with the inherent characteristics, and the necessary information disclosure, is to reflect the product to meet the requirements and implicit needs of the ability of the sum of characteristics. Refers to the brand goods material selection materials, good use of safety, good manufacturing process, long service life, good quality! Repair rate low; safety, good service, etc.;

产品的什么是品质:产品品质是指产品所具备的一组或多组能达到客户满意所具备的固有特性,并进行必要的信息化披露, 是反映商品满足规定和隐含需要能力的特性总和。

就是指品牌商品选材材质好、使用安全性好、制造工艺好、使用寿命长、质量好!返修率低;安全性、服务好等等;

What is the character of the product: product character refers to the product quality of products to meet customer needs and potential desire of the inherent attributes of the height; that is, not only good quality, but also compared with the same kind, other products in the same industry, more humane, more convenient, better use; More intelligent + more ecological; Solving is a more economical, more affordable, faster problem, to actively solve the problem of high added value and cheap;

产品的什么是品格:产品品格是指产品满足客户需要和潜在欲望的产品质量固有属性的高度;即就是指不但品质好,而且与同类、同行业其他产品相比,更人性化、更方便、更好使用;内部结构更合理、更丰富、更科学、返修率极低,外观常用常新;更智能化+更生态化;解决是饭更节省、更实惠、更快捷的问题;要积极解决附加值高而有便宜的问题;

What is the taste of the product: Product grade refers to the product in meeting customer and social development needs and progress of the product inherent attributes and development potential of the depth. That is, in addition to quality, character, goods are more conducive to health, more conducive to saving and more conducive to environmental protection, but also users after use, unforgettable, love; This rice cooker solves the problem of eating good food and solves the problem of fragrant rice, and also makes healthy meals, saving rice and green food.

产品的什么是品位:产品品位是指产品在满足客户和社会发展需求与进步的产品固有属性和发展潜力的深度。即就是,除了品质、品格外,商品更有利于健康,更有利于节省和更有利于环保;更是用户用过后,念念不忘、爱不释手;这种电饭煲解决了吃好饭的问题,也解决了饭更香的问题;还做出了健康饭、节省饭和环保饭。

What is the brand: Brand is the unity of commodity quality and quality character grade, his essence is the core body of commodity quality, is to give the quality of goods, character, Taste Trinity of the connotation and extension of the complex, is used to distinguish and measure good products and ordinary products of the scientific scale and rules; Quality is the core of the brand, Character is the essence of the brand, taste is the power of the brand. Its appearance is the name, brand and fame of the commodity; its subject is the producer and provider of the commodity, and its object is the user and consumer of the commodity;

什么是品牌:品牌就是商品质量品质品格品位的统一体,他的本质是商品质量的核心体,是赋予商品质量的品质、品格、品位三位一体的内涵与外延的综合体,是用于区别和衡量好产品与普通产品的科学尺度与规则;品质是品牌的核心、品格是品牌的精髓、品位是品牌的定力。其表象是商品的名称、牌子和名气;其主体是商品的生产者和提供者,其客体是商品的使用者和消费者;

Brand goods In addition to good quality, character, taste, but also a large reputation, high visibility, product quality problem assurance and tracking experience system, there is a non-political third-party evaluation body, supervision system and the recognition of people around the world. Brand is not a simple name or title! Brands can be labeled with names, terms, marks, symbols, or patterns, or with different combinations of them, but the name or conformity is not the core and essence of the brand, but merely a logo.

品牌商品除了好的品质、品格、品位外,还要名气大、知名度高、有产品质量问题保障和追踪体验系统,有非政治的第三方评价体、监督体系和全球人民的认可度。

Brand is not a simple name or title! Brands can be labeled with names, terms, marks, symbols, or patterns, or with different combinations of them, but the name or conformity is not the core and essence of the brand, but merely a logo.

品牌不是简简单单的一个名字或者称谓!品牌可以用名称、术语、标记、符号或图案标示,或者用它们的不同组合来标示,但这个名称或者符合并不是品牌的核心与本质,而仅仅是一个标识。

A commodity is not a brand, not the subject or object alone, must go through the non-political, non-interest authoritative and impartial scientific evaluation system evaluation and certification; otherwise can not casually be branded brand name!

一个商品是不是品牌,不是主体或者客体单独说了算,必须要经过非政治、非利益的具有权威性和公正性的科学评价体系的评价与认证;否则不能随随便便冠以品牌的名头!

Brand essence to confirm the brand is the real brand, to the brand extension to confirm the brand is the concept of brand, Epitaxial brand! Fooling the brand even so fake brand!

以品牌本质确认的品牌就是真品牌,以品牌外延确认的品牌就是概念品牌、外延品牌!忽悠品牌甚至于是假品牌!

二、wibeis评价体系框架

Wibeis the world's International brand Evaluation Index system mainly focuses on the product itself quality quality level, customer recognition, internationalization and quality assurance ability of the evaluation and publication; weakening the evaluation of its brand market value!

WIBEIS(维拜斯)世界国际品牌评价指标体系主要侧重于产品本身质量品质水平、客户认可度、国际化程度与品质保障能力的评价与公布;弱化其品牌市场价值的测评!

The method of quality management can be divided into two categories: one is the organization quality management based on the idea of total quality management, and the other is the quality control based on mathematical statistics method.

品质管理的方法可以分为两大类:一是建立在全面质量管理思想之上的组织性的品质管理;二是以数理统计方法为基础的品质控制。

Quality brand evaluation is an organizational mathematical statistical science in which the results of the production, management and use of commodity quality are comprehensively evaluated. Not just a single evaluation of production, or management or operation!

品质品牌评价是在对商品品质的生产、管理和使用结果进行综合评价的组织性数理统计科学。不是只对生产,或者管理或者运营的单一评价!

Quality is created by excellence, is strictly managed out, is repeated practice test out, is recognized by scientific evaluation. Not political activities planned out, not advertising bragging out, not by the interests of the buy and sell brand, buy and sell fame, buy and sell achievements to buy and sell!

品质是精益求精造出来的,是严格管理管出来的,是反复实践验出来的,是科学评价认出来的。不是政治活动计划出来的,不是广告宣传吹嘘出来的,更不是靠利益化的买卖牌子,买卖名气,买卖政绩买卖出来的!

In order to facilitate the self-participation and improvement of brand enterprises around the world, but also in order to facilitate the global World International brand construction and management work, quality brand evaluation from nine dimensions, that is, quality assurance, technological innovation, service and prosecution, customer recognition (local customer recognition and international customer recognition), International industry leadership, International brand system participation, international brand building system integrity, tangible assets and intangible assets, and so on, there are more than 300 elements (of which haihan more than 2000 international standards and tens of thousands of industry enterprise standards (4.6%) and 9000 Family evaluation results (accounting for 6.7%), etc.), through 11 tables, Comprehensive and systematic reflection of the quality level and comprehensive value of international brands.

为了便于世界各国品牌企业的自我参与和完善,也为了便于全球世界国际品牌的建设与管理工作,品质品牌评价从九个维度,即质量质保、技术创新、服务与追诉、客户认可度(本土客户认可度和国际客户认可度)、国际行业领导力、国际品牌体系参与度、国际品牌建设体系完整度、有形资产和无形资产等,有三百多个要素(其中海涵了两千多个国际标准和上万个行业企业标准(占比4.6%)及9000族评价结果(占比6.7%)等),通过十一个表格,全面系统的反映国际品牌的质量水平和综合价值。

This evaluation index system consists of nine primary indicators, through 11 tables, including more than 70 two level indicators, more than 300 three level indicators, including and the adoption of more than 2000 global international standards and tens of thousands of industry enterprise standards, calculated by physical mathematical methods, the total score of 10000 points.

本评价指标体系由九大一级指标、通过十一个表格组成,内含七十多个二级指标,三百多个三级指标,包括和采纳了全球两千多个国际标准和上万家行业企业标准,通过物理数学方法计算,总分值10000分。

The evaluation Index system of the department fills the relevant standards of global world-class International brand evaluation scientific calculation and quantitative assessment, involving many blank spots, focusing on enterprises in brand building activities, to highlight the quality and quality of the product itself (sub), customer satisfaction, social responsibility (sub), Brand integrity (sub) and corporate brand culture (sub) Wait. It is instructive and helpful to the evaluation of product manufacturing and commodity quality all over the world. Although it is a non-mandatory standard evaluation, it is the most just scientific basis for national brand commodity participation and entry into international trade practice large circulation and the most powerful proof of mana to obtain international recognition.

该部评价指标体系填补了全球世界级国际品牌评价科学计算和定量考核的相关标准,涉及到了许多空白点,重点强调企业在品牌建设活动中,要突出产品本身的质量品质(分),客户满意度、社会责任(分),品牌诚信(分)和企业品牌文化(分)等等。对世界各国的产品制造和商品品质的评价有指导和帮助作用。虽属于非强制性标准评价,但是,是各国品牌商品参与和进入国际贸易实务大循环的最公正的科学依据和取得国际认可的最有力的法力证明。

wibeis是真假品牌的照妖镜,是商品质量(广义质量)的筛选器,是产品品质的检测器,是产品品格的检验器,是品牌品位的显示器。(Wibeis is true and false brand shine on a demon mirror, is the quality of the filter, is the product quality of the detector, the tester is the product's character, is the display of brand grade.)

品质是品牌的硬度,品格是品牌的高度和宽度,品位是品牌的深度和强度。科技可以提升品牌的高度,文化可以加深品牌的深度,二者结合可以提高品牌的强度!(Quality is the rigidity of the brand, character is the height and width of the brand, the depth of the grade is a brand and strength. Science and technology can promote the brand of height, the depth of the culture can enhance the brand, The combination of the two can enhance the intensity of the brand!)

品牌是商品质量(广义质量)品质、品格、品位的统一体。其本质是商品质量的核心体,是赋予商品质量的品质、品格、品位三位一体的内涵与外延的综合体,是用于区别和衡量好产品与普通产品的科学尺度与规则;其核心是商品质量的品质,其表象是商品的牌子和名气;其主体是商品的生产者和提供者,其客体是商品的使用者和消费者;

品牌具有始终的本质与核心,也具有极其丰富的外延与表象。联合国世品委认为,以品牌本质确定的品牌是真品牌,以品牌外延、表象所确定的品牌是外延品牌即伪品牌、假品牌。

提起品牌人人都懂,人人皆知!但要他讲清楚品牌,就连什么是品牌的概念,都没有几个人讲清楚!为什么会这样呢?

1、目前关于品牌的定义不准确,不科学。在不准确的概念下的一切,其结果大家可想而知!也不可能得出正确的、科学的成果!

2、对品牌的分析研究不深入。要正确、科学的给品牌定义,必须研究清楚品牌几个基本概念。

第一,品牌是实实在在的,真真实实商品,不是虚无缥缈的概念;

第二,品牌是质量优秀的商品,不是普通质量的商品;

第三,品牌是品质商品,不是奢侈品;奢侈品不一定是品牌!

第四,品牌有主体,有客体;

第五,品牌具有双重性——经济性和科学性;

第六,品牌有本质和表象,有内涵和外延(外表外显)。

3、现在对品牌的定义,基本上以品牌的外延和表象来定义。所以,我们认为不准确,不科学。结果导致了全球性的假冒品牌商品满天飞!

在国际贸易中,各国政府、各国企业均以国际品牌自居、自称,但根据联合国世界国际品牌评价中心wibeis的相关统计,在国际贸易实务中,假冒伪劣品牌已经成为仅次于贩毒的危害全世界人类健康、和平与安全的全球第二大毒瘤与问题!

其中,wibeis(维拜斯)对2013-2017全球49个国家,三千多个国际贸易商品的跟踪、研究统计:发现:

1、国际贸易中,46.7%的商品存在质量问题,64.9%的商品存在以次充好等的现象;

2、各国政府质量检验机构确认的各国品牌商品,87.2%的具有政治利益庇护和经济利益保护问题,不能完全按照品牌的本质要素等国际标准衡量或者监管;

3、国际贸易中,63%的商品不具备核心技术,34%的商品存在侵权或者偷袭技术问题;

4、92.1%的国际贸易商品,均以国家品牌、世界品牌、国际品牌、国际大牌、著名品牌、知名品牌的名义参与国际贸易;其中,真正达到世界级国际品牌标准的不到30%。所以,实施品质品牌战略非常重要,势在必行!

5、品牌商品国际贸易的成功率高出普通商品的500%;

6、各国政府、各种社会组织评判的品牌74%以上存在各种问题;可信度达不到27 %。

这就是全球国际贸易中世界国际品牌发展的大背景!

假冒伪劣已经囊括了消费者的衣食住行用,并且大有全球泛滥和蔓延之势!所以,强化品牌意识,抵制假冒伪劣,规范品牌概念、确定品牌评价标准,与每个人息息相关,不仅仅是联合国NGO组织、联合国世品委、各国驻联合国代表团的事情,也是我们每一个地球人的使命、责任和义务。
    因此,从品牌的本质入手,开展对全世界各国国际贸易实务商品的品质品牌评价、筛选与认证势在必行。既是国际贸易实务的需要,也是实现联合国可持续发展目标的需要。

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