Summary

SuperBrand Plan issues Seal of Approval for Chinese brands that have been tested for excellent quality and consumer satisfaction, aiming to enhance corporate brand reputation and international influence as well as building consumer trust. Therefore, a unified visual identification logo, the SuperBrand Seal of Approval, is used for official certification and promotion of Chinese brands in the SuperBrand Plan.

Seal of Approval (Example)

Organiser

The SuperBrand Plan is organised by the World Brand Lab. As an independent brand evaluation agency, SuperBrand Organization Inc. is responsible for providing advisory services and support.

Eligibility

After successful completion of review process, a qualified company would be conferred the Seal of Approval and entitled to use Seal of Approval for the promotion of its company, brand and products/services within the scope of seal.

The Seal of Approval and Its Scope

1. SuperBrand Seal of Approval is the distinctive visual symbol of the Awards and the Scheme. At the same time, the seal is a cachet to recognise and advocate the achievements of a brand and the products/services thereof.
2. For brands that are awardees of SuperBrand Seal of approval, they are entitled to, within the validity period, use the Seal of Approval in connection to the company, such as appearing on product, operating location, catalogue, advertisement, letterhead, and in all other forms of printed, electronic, and written communications. They could apply for renewal of the Seal of Approval subject to a yearly re-assessment.

Assessment Criteria and Procedure

Based on the Judging Criteria of SuperBrand Plan, the Scheme is to continually evaluate the performance of registered brands, in respect of reputation, features, quality, image, and environmental protection and CSR. In particular, special emphasis is placed on the products/services to be included in the scope of Seal of Approval. For every product or service category to be accredited, the Organiser regularly conduct on-site inspection and evaluation mainly through information verification, communication with Management Team, on-site visit, product-line inspecting, etc. After reviewing the information submitted and the on-site evaluation Report, organizer decides on the issuance or yearly renewal of licensee of using the Seal of Approval.

Application Procedure

1. An applicant should fill in Corporate Development Status Survey and Corporate Application Form and submit it to the Organiser, together with Application Notice signed.
2. The SuperBrand Organization Inc. will perform independent evaluation after receiving application form.
3. The organiser should review and decide on the approval of using seal with a validity period of 1 year.
4. Registered company should submit the Renewal Form to apply for extension before the seal of approval expires.
5. The Organiser should process the renewal request within one week

The Obligation of an Applicant and License

1. Applicants and licensees shall comply with the following stated regulations and other published requirements relevant to the SuperBrand Plan at all times.
2. Applicants and licensees shall provide legal documents under the scope of license when submitting application and inform the Organizer within one month from the date of effective if any changes will be made.
3. Applicants and licensees shall cooperate with the Brand Evaluation Committee to provide accurate, verifiable and complete information.
4. Applicants and licensees shall appoint an authorized representative in contact with the Organizer and the Organizer must be notified whenever there is a change to the appointment in a timely manner.
5. Licensees shall ensure the SuperBrand logo is used to promote brands, products and services, according to Guideline on the Use of the SuperBrand Mark.
6. Licensees shall inform the Organizer in writing on the following changes relevant to the scope of license within one month from the date of effective.
I.Major changes in the feature(s) and function(s) of the product, especially those related to product safety performance; or changes in the scope, contents and form of the services provided.
II.Introduction of new products or services.
III.Change(s) of the design of trademark.
IV.Change(s) of the operating location and company address.
V.Change(s) in the company's equity or other aspects that affect the eligibility of the licensee to apply for the license.
7.Licensees shall ensure that the reputation and interests of the Organizer are not compromised under all circumstances.

Suspension and Termination

1. If the Brand Evaluation Committee believes that the licensee is unable or is incapable to meet the Scheme Standards, the Committee may, at its discretion, suspend part of or entire scope of using the license.
2. The Brand Evaluation Committee must notify the Permit in writing of the decision to the suspension and shall become effective on the date of the written notice issued, and the notice must state the reasons for the suspension.
3. Within four weeks from the date of the notice of suspension, the authorized representative shall provide the Brand Evaluation Committee with an action plan to correct the discrepancy and prevent recurrence of similar incidents.
4. The action plan shall be completed effectively within six months. Under the review and re-examination of the Brand Evaluation Committee, the organization will be allowed to resume the use of the SuperBrand Seal license if the outcome of assessment is qualified.
5. During the suspension of the SuperBrand Seal Permit, the licensee may not use the logo for any commercial promotion.
6. If the suspension cannot be lifted within six months, the licensee will be disqualified and no renewal will be allowed; the organization has to start a new application.
7. The Organizer shall not be liable for any loss or damage caused by the suspension or termination of the license.
8. The Organization shall return the SuperBrand Seal license to the Organizer within one month upon termination of license.