T/FJLH 004-2023 Star Evaluation Guidelines for Brand Building in the Chinese Tea Industry

Scope

Main Technical Content: 1. Scope: This document specifies the evaluation rules, methods, procedures, monitoring and dynamic management for brand construction in the tea industry. It is applicable to organizations conducting brand identification or star rating evaluations for tea enterprises. 2. Normative References: The content of the following documents is incorporated into this document through normative references. For dated references, only the version corresponding to that date is applicable to this document; for undated references, the latest version (including all amendments) is applicable. - GB/T 29185: Brand Value - Terminology - GB/T 29187: Brand Evaluation - Requirements for Brand Value Evaluation - GB/T 36680: Brand - Classification - GB/T 27925: Guidelines for Brand Evaluation and Corporate Culture Construction in Commercial Enterprises - GB/T 39654: Principles and Foundations of Brand Evaluation - GB/T 30766: Tea Classification 3. Terms and Definitions: The following terms and definitions apply to this document. 3.1 Tea: A product made from fresh leaves, processed using specific methods, free from any additives, and intended for human consumption or use. 3.2 Brand: An intangible asset, including but not limited to names, phrases, symbols, images, logos, designs, or combinations thereof, used to distinguish products, services, and/or entities, or a combination of the two, capable of forming unique impressions and associations in the minds of stakeholders, thereby generating economic benefits (value). 3.3 Brand Value: The value of a brand as an asset of an entity. 3.4 Brand Subject: The object to which a brand is attached. Note: Brand subjects include corporate brands, product brands, and regional brands. 3.5 Corporate Brand: A product naming based on the enterprise. Note 1: A corporate brand conveys the enterprise's business philosophy, corporate culture, values, and attitude towards consumers. Note 2: A corporate brand sho

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