The list of "China's 1 Most Valuable Well-known Trademarks" was released in Guangzhou on January 1th, and two lists of "Top 1 Famous Trademarks in China" and "Top 1 Most Growing Well-known Trademarks in China" were released at the same time. In this evaluation, the top 1 brands of "China Famous Trademark" are Hongtashan (4,686.6 million yuan), Wuliangye (4,433.7 million yuan), Lenovo (4,353.1 million yuan), Haier (3,952.3 million yuan), Dongfeng (3,911.6 million yuan) and Changhong (3,728.4 million yuan). In this evaluation, the ten "China Famous Trademarks" with the fastest brand appreciation are Jinliufu (3,99.4 million yuan), Baisha (3,42.5 million yuan), Sanjing (2,9.3 million yuan), Dynasty (2,755.2 million yuan), Yaqian (2,488.2 million yuan) and Yashili (2,4524). According to Zheng Zhanwei, president of China Brand Research Institute, American financial reporting standards have required that brand values (intangible assets) that can be identified and distinguished be evaluated and recorded on the balance sheet. However, the value of "China Famous Trademark" has not been used correctly in China. In order to reverse this unfavorable situation, further enhance the competitiveness of China enterprises, and narrow the gap between China brand and the world's top brands, especially in order to promote and improve China enterprises to apply scientific means and methods to correctly manage and operate the brand value of "China Well-known Trademark", so that more enterprises can correctly evaluate the value of "China Well-known Trademark" and safeguard the legitimate rights and interests of enterprise asset owners, China Brand Research Institute organized this evaluation. This assessment lasted more than 3 days and was completed in three stages. In the first stage, in early 25, the evaluation committee began to pre-evaluate 446 "China Well-known Trademarks" published nationwide, and obtained a basic database. Subsequently, the evaluation committee sorted the basic database, and at the end of July, 25, 197 re-evaluation lists of "China Famous Trademarks" were obtained. In the second stage, from August, the evaluation committee began to re-evaluate 197 "China Well-known Trademarks" that entered the re-evaluation list, and selectively contacted some enterprises to obtain more detailed evaluation data. In the third stage, from the end of December, the evaluation committee ranked all 197 "China Well-known Trademarks", and the top 1 brands were selected as "China's 1 Most Valuable Well-known Trademarks". According to Guo Zhengyue, chief expert of the evaluation committee, this is the first time that a professional organization has evaluated the brand value of "China Famous Trademark" in China. In order to ensure the objectivity and fairness of the evaluation results, this evaluation is composed of more than 3 authoritative experts from all over the country, and the evaluation does not charge any fees to enterprises. China Brand Research Institute will also issue certificates, plaques and electronic gold medals to the selected enterprises after the evaluation results are announced. China Brand Research Institute is the first professional research institution in China to set industry standards for brand certification and brand value evaluation. At present, it has gathered more than 2 best brand (marketing) experts in China and deployed 3-5 important topics every year. For example, on July 18th, 25, China Brand Research Institute promulgated "Five Common Valuation Methods of Goodwill", which caused great repercussions in the business community. At present, China Brand Research Institute has more than 1 researchers and more than 3 senior consultants, and has a special website, which publishes the leaderboards, albums and picture books of enterprise brand building from time to time. China Brand Research Institute is also one of the sponsors of Brand China Industry Alliance.