T/CNHAW 0012-2024 Brand Evaluation Standards for Centenary National Medicine Brands

Scope

Scope: This document defines the terminology and definitions of centennial national pharmaceutical brands, and stipulates the evaluation objects, application conditions, evaluation principles, evaluation indicators, evaluation process, evaluation scoring, and inspection and improvement of centennial national pharmaceutical brands. This document applies to the evaluation of centennial national pharmaceutical brands formed by TCM entities, products, techniques, or services conducted by the Chinese National Health Association internally and externally (including third-party institutions). Main technical content: Table A.1 - Scoring Criteria for Centennial National Pharmaceutical Brands Serial Number First-level Indicator Second-level Indicator Scoring Notes Score Name Value Name 1 Capacity 180 Brand Construction 100 The brand is listed in the old brand directories at all levels. - More than one item: +30 points; - Provincial-level: +20 points; - Municipal-level: +10 points 2 Trademark Ownership Consistent with the Entity's Name 1+ items: +30 points; - Name inconsistency: -10 points 3 Trademark Use Rights 1+ items: +20 points 4 Other Intellectual Property 1+ items: +20 points 5 Brand Management 40 Strengthen daily brand maintenance and actively prevent infringements +20 points 6 Develop and implement an actionable brand management system +20 points 7 Brand Protection Mechanism 40 Sufficient brand management positions and dedicated personnel +15 points 8 Annual brand (advertising) investment accounts for a certain percentage of the total revenue +15 points; - Less than 1%: -5 points 9 Implement brand extension strategies to enhance brand effect +10 points 10 Quality 240 Entity Quality 40 Leaders possess corresponding comprehensive qualities and receive honorary certificates +20 points 11 Sound employee training system and relevant certificates +20 points 12

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