State-owned Assets Supervision and Administration Commission of the State Council (SASAC): Promoting the Inclusion of "Brand Value" in the Business Performance Assessment of Central Enterprise Leaders
Recently, at the parallel forum on brand building titled "Strengthening Value Leadership to Build Outstanding Brands" during the 8th China Enterprise Forum, Li Jun, Director of the Social Responsibility Bureau of SASAC, stated that SASAC will enhance policy guidance and assessment incentives to promote the inclusion of "brand value" in the business performance assessment of central enterprise leaders. It will guide central enterprises to use evaluations to drive construction and improvements, accelerate the addressing of weaknesses and strengthening of advantages, continuously enhance brand building, increase brand value, and expedite their transformation into world-class enterprises with distinguished brands, thereby making greater contributions to building a strong nation and achieving national rejuvenation.
At the sub-forum, Li Jun also highlighted key points from the "2025 Central Enterprise Brand Value Report." The report shows that the total brand value of central enterprises rapidly increased from 6.4 trillion yuan in 2022 to 8.6 trillion yuan in 2024, with an average annual growth rate of over 15%. Over 70% of central enterprises achieved continuous growth in brand value over three years. This positive development trend demonstrates the significant potential and resilience of central enterprises in accelerating brand value enhancement, as they gradually become the "core engine" driving the growth of China's brand value.
Steadily growing excess returns are a "key support" for central enterprises in enhancing brand value. According to the report, the average excess return of central enterprises increased from 391.9 billion yuan in 2022 to 464 billion yuan in 2024, with an average annual growth rate of 9.2%.
The report suggests that brand strength is the "main focus" for central enterprises to enhance brand value in the next stage. Brand strength is a comprehensive reflection of a brand's market performance, management level, social perception, and international influence. Li Jun mentioned that brand strength has become a "mandatory task" and "main battlefield" for central enterprises to quickly address weaknesses, strengthen capabilities, and enhance brand value. Analysis reveals that eight aspects—technological innovation, industrial leadership, strategic emerging industries, high-quality supply, social responsibility, scientific management, brand ecosystem, and brand globalization—are the main drivers for central enterprises to enhance brand strength currently and in the next phase.
