Xinhua • Guizhou Tea Brand Communication Index

In May 2018, the "Guizhou Series" was included in the national brands project of Xinhua News Agency, which has dramatically increased the publicity of Guizhou's tea brands and thus driven its overall development. In order to further accelerate the development of Guizhou's tea industry, promote Guizhou's tea brand building, and enhance the brands' popularity and credibility, Xinhua National Brands Project Office and CEIS developed the Xinhua Guizhou's Tea Brand Communication Index based on the evaluation criteria of Xinhua National Brands Project Communication Index and the characteristics of Guizhou's tea brand communication. They established the evaluation system of Guizhou's tea brand communication to conduct a comprehensive assessment of brand communication level and boost the industrial brand value from the foundation, management, investment and performance of brand communication. The index sets level-one indicators from five aspects - brand communication foundation, brand management, communication capabilities, brand awareness and brand public reliability. In the first phase, the Internet big data are mainly used to launch the brand awareness index and public reliability index of Guizhou's Tea to measure its communication effect. The follow-up team will continuously monitor its brand communication based on the comprehensive brand communication foundation, brand management and communication capabilities.