The first brand building meeting was held in 38 years, and the brand value of Sinopec increased by 25% in five years.

On December 15, Sinopec held its first brand building work conference in Beijing since its establishment 38 years ago. Ma Yongsheng, chairman of the board of directors and secretary of the party group of Sinopec Group Corporation, attended the meeting and said that it will accelerate the construction of a world-class leading brand, plant advantages and lay a solid foundation for building a world-leading enterprise, and let Sinopec's image of "good enterprise of the party and the people" and "responsible international large company" enter thousands of households.

According to the "China Brand Value Evaluation Information", during the "13th Five-Year Plan" period, sinopec's brand value increased from 246.288 billion yuan to 308.591 billion yuan, an increase of 25%, ranking first in China's energy and chemical industry, third in the country, and the brand building ability ranked first among central enterprises.

Ma Yongsheng stressed that the brand is influence, competitiveness and soft power. Sinopec will put brand building in a more important position, firmly grasp the key links of brand building, take innovation as the engine of brand building, take quality as the lifeline of brand building, and take green and low carbon as the new focus of brand building; constantly enrich the spiritual connotation of the brand, and continue to improve the accuracy of brand communication; closely combine brand building with people's needs, enhance the recognition and recognition of all sectors of society, polish the brand image of Sinopec, and make the brand stand, spread and shout.

Zhao Dong, deputy secretary of the party group of Sinopec Corporation, presided over the meeting, summarized the achievements of Sinopec's brand work in the past 5 years, and deployed the brand work next year. He said that 2022 is an important promotion period for brand building work, sinopec will comprehensively carry out brand promotion special actions, strengthen brand leadership, accelerate management improvement, increase business integration, and jointly build brand ecology; build a value communication system with brand positioning as the core, expand brand influence and reputation; typically drive the pilot work of doing practical and deep brand; optimize and improve brand benchmarking indicators and management systems; focus on creating iconic brand theme activities; study and form a set of brand theories with Sinopec characteristics. Working methods and cases; create an environment to create a strong brand strength.

In recent years, Sinopec attaches great importance to brand building, planning and promoting brand building from a wider perspective and a higher position, and the brand value has been significantly improved.

Strengthen the top-level design, brand positioning deeply rooted in the hearts of the people. Sinopec grasps the brand work from the strategic overall situation and continuously promotes the establishment and improvement of the brand work organization. A brand management leading group headed by the main leaders of the company has been established, a brand department has been established at the headquarters, and 52 affiliated enterprises have set up a corporate brand management leading group. A brand structure of "single parent brand as the main + a small number of high-quality sub-brands as a supplement" has been established, forming a brand architecture system for the coordinated development of mother and child brands. "Sinopec Brand Structure Management Practice" was rated as the best practice of brand building of central enterprises by the State-owned Assets Supervision and Administration Commission of the State Council. Under the background of "double carbon", Sinopec put forward the brand proposition of "innovation leads the industry to create a better life in the future" and the brand slogan of "energy to net life to beauty", condensing and forming cultural concepts such as "refueling for a better life" and "every drop of oil is a commitment", strengthening the brand awareness cultivation of all employees and enhancing the brand heat.

Highlight professional operation, brand value is growing day by day. Sinopec continues to promote the integration of brand building into the business, and the brand value continues to rise. On the one hand, it has established and improved a comprehensive brand management system with unified management, division of labor and cooperation, and hierarchical responsibility, standardized brand authorization, strengthened the standardized management of brand identity, and established a unified sinopec brand image at home and abroad. On the other hand, integrating brand building into the business and continuously optimizing the brand creation path, at present, ten major technology brands such as shale gas exploration and development technology system and million tons of ethylene technology have been created, as well as 11 excellent business brands such as easyJet and easy Paike, which are widely known and loved. According to the 2021 China Brand Value Evaluation Information List, the brand value of Sinopec reached 308.591 billion yuan, ranking first in the energy and chemical industry and third in the country. The brand value of its business has soared, with the brand value of "EasyJet" increasing by 2.3 billion yuan, the brand value of "Great Wall Lubricants" increasing by 1 billion yuan, and the brand value of "Easy Paike" increasing by 600 million yuan.

In recent years, Sinopec has focused on building an all-media brand communication matrix, and its brand reputation has been continuously consolidated. At the theme activities such as China Brand Day, China Independent Brand Expo, and Brand Promotion of Beijing Winter Olympic Games, the development achievements of Sinopec brands were displayed in an all-round way. Innovate and create public welfare brand projects such as "Health Express", "Sanitation Station" and "Driver's Home", as well as responsibility communication activities such as "Public Open Day" and "Sinopec in the local area", to help continuously improve the corporate image. Increase the international communication of the brand, tell the story of Sinopec from multiple angles, and polish the international brand image of Sinopec.