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Brand Programs
Total Brand Management (TBM)
CAQ’s Brand Branch leads the promotion of Total Brand Management (TBM). TBM guides enterprises to align brand development with corporate strategy, remain customer- and market-oriented, and continuously create value for stakeholders while enhancing brand equity. With broad employee participation, TBM supports the establishment of a brand management system spanning the entire product realization process and the full brand life cycle, enabling systematic decision-making and management activities for brand creation, governance, maintenance, operation, and renewal.
Brand Building
This program provides practical, implementable methodologies to help enterprises strengthen brand-building capability and increase brand value. Based on TBM principles and a deep understanding of branding in the digital economy, CAQ conducts comprehensive, in-depth, multi-dimensional brand evaluations from financial, internal, and external perspectives, leveraging technologies such as big data and artificial intelligence. The program helps organizations identify effective brand-building approaches and value-enhancement pathways in a changing environment, reinforcing competitive advantage.
Brand Innovation Achievements
Since 2015, CAQ has continuously organized the release of Brand Innovation Achievements of Chinese Enterprises. The program focuses on identifying brand innovation practices with demonstrative value, benchmarking against leading examples, and establishing innovation role models to generate a strong spillover effect and foster a sustainable mechanism for brand innovation. The evaluation framework covers five dimensions: brand strategy innovation, brand communication innovation, brand identity and design innovation, brand digital innovation, and brand management innovation. Results are produced through a process that includes voluntary application by enterprises, recommendations by local and industry associations, compliance review, and expert assessment.
National Brand Story Competition
Since 2013, CAQ has continuously organized the National Brand Story Competition. The competition includes four categories: speeches, essays, micro-films, and short videos. Organizers span regional divisions nationwide and multiple industry tracks, with 30+ organizing entities to date. The initiative provides a platform for brand exchange among Chinese enterprises, showcasing compelling stories and practical experience in implementing new development concepts, pursuing high-quality and sustainable development, and leveraging brand leadership—thereby promoting knowledge sharing and value co-creation.
