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Announcement Ceremony for China Top Brand Award
is held in Beijing People's Congress Hall in Beijing

Reported by this newspaper (reporter Shen Tie) In the morning of August 8, the news release for China Top Brand Awarded (1980-2005) Ceremony & the 2nd China Top Brand Forum is held in Beijing People's Congress Hall. Nearly 2000 people from the People's Congress, CPPCC and the leaders of related departments, brand experts, award gainers, news reporters and the representatives of the society attend this official announcement that is since 25 years ago when China opened the door to the world. The organizer of this conference announced the award list for the "China Top Brand Award", total 25 enterprises like Air China, Haier, Lenovo etc. gained the "Top 25 China Brand Enterprises". It is proposed in this conference that "China Brand Festival" should be on August 8 annually, and this proposal is agreed by both leaders and the representatives in the conference.

During the ceremony, Mr. Li Jia Xiang, the General Manager of China National Aviation Holding Company and the President of Air China Limited made an excellent speech. He said, he communicated and discussed with the attendees prior to the conference for the topic as What Is the Brand, and the thoughts are diversified. His general feeling is a certain amount people didn't know very well for the essentials of the brand. My consideration: what is called for the brand is summarized as one sentence as the immanent quality is reflected centrally by the appearance of the brand (imaging). That also means, as an enterprise who wants to build up its brand, first it should build up the immanent quality of the enterprise. If we neglect the immanent quality building up, the operation management and the practical work will attend to trifles and neglect the essentials, for those who are wild about planning, advertising, the life of the brand will not last long time.

Mr. Li Jia Xiang pointed out: the amount of the international famous brands is the indication for the whole economic development level and the comprehensive strength, therefore, under the global economy background, the competition between the different countries is always represented by the comparison between the enterprises strength and the brand in each country. From the view of the general trend of the economic increasing in China, in the years later on, China is coming not only as a large economic country but also to be developed to an economic great power, there will be a group of brand enterprises to create who will influence the world. Therefore, 5th meeting for the 16th conference of CPC, considered "forming a group of advanced enterprises who will possessed their owned Intelligence Property Right and famous brand as well as strong international competition" as one of the seven targets for the social economic development during "the Eleven Five Years" period. In order to achieve such development target, the Chinese large state-owned enterprises should first to become the leaders, Air China is ready for taking and acting well this role. In the 10 years later, Air China will face the good opportunity to be an international famous brand enterprise. We really regard the brand building up and strategy as the most important tasks.

For the speech in the forum, Mr. Li Jia Xiang focused on the enterprise positioning for Air China, service quality, profitable quality, enterprise culture etc., and introduced the status of the brand construction and strategy of Air China. His thoughts for how to run the enterprise, and the way how to elevate the enterprise as well as the excellent topics gained a lot of applauses by the attendees, nearly 30 minutes speech was broken by the applauses more than 10 times.

According to the information, more than 10 organizations as All-China Federation of Industry & Commerce etc. organized this "Top China Brand Appraisal" award activity that fully coordinated and summarized the growing progresses for China Brand since the last 25 years (1980-2005) when China opened doors to the world from the views as city, enterprise, people and event, and finally create the outcome as "Top 25 China Brand enterprises", " Top 25 people who contribute the commitments for China brand", " Top 25 China brand cities" and "Top 25 symbolized event for the brand". The whole activity lasted for half year to stages as promotion and recommendation as well as the appraisal application, from July 1st, goes into the public vote stage. The results are from the public vote and the strict, equitable and fair procedures were adopted. More than 3 million people attended the vote by Internet and SMS, the appraisal was executed by more than 100 experts and 100 media attend the news gather and report. The photo is Ms. Feng Run Er, the chief of the CPC office of China National Aviation Holding Company represented Air China to draw the medal.