China Brand Annual. 2004

Author: Zhao Chen, Editor-in-Chief
Publisher:
Publishing Date: 2004-07-01
Features: The China Brand Award is the authoritative award for brand design in China. With its scale and influence, it has become one of the highest honors in the design industry. The China Brand Yearbook 2004 compiles the works of Chinese brands, serving as a comprehensive review of China's brand achievements and a symbol of the global spread of Chinese brand culture. It is an invaluable reference for the design and education sectors in China. The China Brand Forum is the highest-level forum in the field of brand studies. A copy of The China CIS Forum is included as a bonus. The China Brand Yearbook 2004 is now available to readers. This yearbook was co-sponsored by the China Advertising Magazine, the China City Publishing House, and Liaoning University, with the support of the Hong Kong Designer Association, the Macau Designer Association, and the Taiwan Strategy Alliance. It was edited by Zhao Chen, Director of the Brand Research Institute at Liaoning University. The first volume of the yearbook was originally titled The China CIS Yearbook. The first volume of The China CIS Yearbook was China's first major publication on CIS, a comprehensive review of China's CIS achievements, and a compilation of Chinese CIS practices. The China Brand Yearbook 2004 reflects innovations in brand theory. CIS, short for Corporate Identity System, was first proposed by the American business community in the 1950s and rapidly developed in economically advanced countries and regions during the 1960s and 1970s. As it spread, due to differences in countries and regions, CIS did not remain static but underwent a process of digestion and transformation. It was introduced to China in the late 1980s and has since had over 20 years of history. During this journey, many entrepreneurs and designers have made outstanding contributions to China's CIS cause. Through extensive practical experience and in-depth theoretical exploration, entrepreneurs, academics, and industry professionals have recognized that the purpose of CIS is to create brands. The integration of CIS theory with China's national conditions and cultural background has led to significant breakthroughs in both concept and connotation, along with substantial theoretical innovation. A Chinese brand theory with distinct characteristics is currently being established. Based on the principle of alignment between name and reality, and considering the nationalization, popularization, and scientific advancement of theoretical dissemination and practical application, the editorial board and the evaluation committee decided to rename The China CIS Yearbook to The China Brand Yearbook starting from the second volume. The China Brand Yearbook 2004 represents the highest level of brand design in China. Reviewing the submissions, the second volume of the yearbook has reached a new level, surpassing the first. This year's entries covered 30 provinces, municipalities, and autonomous regions in China, as well as Hong Kong, Macau, Taiwan, and Malaysia. The editorial office received 814 works, all of which demonstrated ingenious creativity and diverse styles, representing the highest level of design in the Chinese design community. The works were categorized according to international conventions and the State Administration for Industry and Commerce's trademark classification system, divided into 24 major categories such as city, media, and information. A total of 25 judges from mainland China and Taiwan evaluated the entries, selecting over 300 works, including 20 student works. The China Brand Award evaluation meeting was held at Liaoning University, where experts from China, South Korea, and Singapore reviewed the selected works and chose 13 winners for the China Brand Award. The China Brand Yearbook 2004 represents the current state of brand design in China, providing a comprehensive understanding of the creative thinking, design skills, and expressive methods of brand designers in the country. It plays an important role in brand design theory, brand construction, development, education, and the cultivation of brand-building talent. The China Brand Yearbook 2004 represents the direction of brand construction and design in China. In the preface to the first volume of The China CIS Yearbook, the argument was made that "CIS—A Systematic Engineering for Creating Brands." Due to limitations in ability, time, and conditions, the first volume of The China CIS Yearbook primarily focused on visual identity design, while The China Brand Yearbook 2004 includes all aspects of brand construction, such as brand design, brand management, brand communication, brand protection, and brand value. The concept of CIS cannot encompass these diverse areas. Through the yearbook, one can not only see the existence of Chinese brands but also glimpse the hope and future of Chinese brand construction. The China Brand Yearbook 2004 is a comprehensive review of China's brand design achievements; a guide for businesses to build brands; a case study for brand education; a practical textbook for fields such as design and economics; and a hall of honor for elite brand designers. The publication of The China Brand Yearbook 2004 will contribute to establishing a brand strategy system with Chinese characteristics, enhancing the competitiveness of national brands and Chinese enterprises, promoting design exchanges, improving the overall planning level of Chinese brands, and facilitating international alignment to revitalize the Chinese economy. The publication of The China Brand Yearbook 2004 is a significant event in China's design community. It helps to understand the current highest level of design in China through the works of top brand designers; selects the most outstanding talents in the Chinese design community, setting an example for brand design professionals; and is an indispensable part of the development of China's design community, serving as a stage to showcase the best brand design works in China.