At the just-concluded 2023 Shaanxi Trademark and Brand Development Conference, the "Jinong" brand of Shaanxi Dingtian Jinong humic acid products has been evaluated by relevant experts from the Shaanxi Provincial Brand Construction Promotion Center, and the brand value is 47.5 billion yuan, with a brand strength of 786.
It is reported that the Shaanxi Trademark Brand Development Conference is a provincial-level brand event sponsored by the Shaanxi Provincial Intellectual Property Office, the Shaanxi Provincial Department of Agriculture and Rural Affairs, the Shaanxi Provincial Department of Commerce, the Shaanxi Provincial Department of Culture and Tourism, the Shaanxi Provincial Market Supervision Bureau, and the people of Baoji City.
According to the "Brand Evaluation, Brand Value Evaluation Requirements" (GB T 29187 ISO10668), "Brand Evaluation Principles and Basics" (GB T 39654 ISO20671), "Brand Value Evaluation: Multi-cycle Excess Return Method" (GB T 29188-2022) and brand value related standards. After credit check, comprehensive review, expert review, and value calculation, the brand value of Jinong is 47.5 billion yuan, with a brand strength of 786.
In recent years, Dingtian Jinong has accelerated the pace of brand building, strengthened the brand value enhancement work from its own brand building and social responsibility, and achieved a double harvest of its own brand connotation and social reputation.
Pay attention to trademark protection and actively assume social responsibility
In the past 25 years, a total of 118 registered trademarks have been approved, and 97 have been approved, and have successively established brand management measures, trademark management measures and other related systems.
On the basis of attaching importance to trademark protection, Dingtian Jinong actively assumes social responsibility, and as an agricultural input enterprise, the company attaches great importance to the development of green agriculture. Since 2021, Dingtian Jinong has undertaken the upgrading and reconstruction project of "Green Biomaterials Demonstration Stores" of China Green Food Association, and has assisted China Green Food Association to build nearly 100 "Green Biomaterials Demonstration Stores" in Shaanxi, Inner Mongolia, Xinjiang, Sichuan, Hunan, Hubei, Liaoning, Yunnan and Jiangsu together with Bayer and Syngenta, increasing the investment in green biomaterials at the production input end, improving crop quality from the source, realizing green planting, and practicing the sustainable development of China's green agriculture.
Hundreds of cities and thousands of stores project to create a new landmark of agricultural brand
At the end of 2022, Dingtian Jinong will open the "100 Cities and 1000 Stores Project", and join hands with outstanding dealers and retailers across the country to build Jinong's offline image store, which solves the terminal problems of growers "going to buy agricultural products from Jinong" and "who to serve", and pushes Jinong's service to the last mile more clearly and clearly, making Jinong's image store a new landmark for the sales of local humic acid products. At present, it has made store doors, light boxes and brand image walls for more than 200 Jinong dealers and retailers across the country, making Jinong's brand image more deeply rooted in the hearts of the people.
Practice lucid waters and lush mountains and establish a guardian of the eight-step sand oasis
The 5.17 Jinong Public Welfare Sand Control Festival is a public welfare activity initiated by Dingtian Jinong that aims to curb the desertification process and realize the development concept of "lucid waters and lush mountains are invaluable assets" by improving the soil environment in the western desertification area and improving the survival rate of vegetation in the desertification area.
In the past three years, Dingtian Jinong has donated more than 470,000 yuan worth of Jinong Paradise to Babu Sand Forest Farm in Gulang County. After using Jinong's Paradise Soil, the survival rate of seedlings has increased significantly, from 50% to 75%, and Babu Sand Forest Farm awarded Jinong the honorary certificate of "Oasis Guardian". The activity was strongly supported by the Gulang County Party Committee and leaders at all levels of the county.
Dingtian Jinong will take this brand value evaluation as an opportunity to continue to strengthen the construction of brand value, while continuously optimizing and improving product quality, pay attention to the maintenance of product and brand awareness and reputation, and practice the important instructions of the general secretary on the "three changes" of intellectual property work with practical actions.