（BruceKnotts’s Keynote Speech Speech at the World Conference on International BrandChina Summit）
Ladies and gentlemen, I am very pleased to welcome you tothe 2018 China Summit of the World Conference on International Brands. I amvery glad that we can hold this conference in Xi'an, China.
I would like to extend my sincere gratitude to our Chinesehosts for their warm welcome, and to Mr. Liu Yi, Chairman of the WorldConference on International Brands, who I have known for a long time. I thankhim for his contributions to the cause of international brands and humanhealth, and for his help in organizing this event. I thank Xi'an International Scienceand Technology Exchange Association as well for the invitation and helping to organizethis event. Thank you all for attending this important conference!
In our time, although automation and digitization arechanging all aspects of our lives, we are in a period with uneven development. Protectionismand isolationism are prevailing, and fake commodities and brands are proliferatingin international trade practice globally. Counterfeiting and crimes of intellectualproperty are rampant all over the world. These crimes infringe upon the rightsand interests of enterprises and consumers, endanger the survival and developmentof enterprises, pose a serious threat to human safety, health and life, and seriouslydamage the interests of all countries.
The original intention of establishing the United NationsWorld Brand Commission, United Nations Center for World International BrandEvaluation and the World Conference on International Brands was to discuss andimprove brand regulating systems and laws with governments, organizations andenterprises around the world to stop the improper pursuit of interests. Byusing the WIBEIS World Brand Evaluation Standard of the United Nations Centerfor World International Brand Evaluation, we select, evaluate, authenticate,rank and publish the products and brands of all countries and regions in theworld, discriminate fake brands from genuine ones to protect real brands and guaranteethe interests of consumers. Through this, we can let consumers be assured of genuineproducts and have the correct recognition of brands. Through evaluating, sifting,authenticating and releasing a number of high-quality brands, we increase thepopularity and value of brands, add to the intangible assets and enhance theinternational competitiveness of enterprises.
We also promote the cooperation and exchange of between countriesaround the world through the international trade of products with high-qualityand verified brands, call for the universal standard of international brandevaluation, enhance the innovation and cooperation among global brands strategicallyand advance the sustainable development of cities and enterprises, and finally smoothlyrealize the internationalization of brands. We need to work together to protectintellectual property, put an end to fake brands, achieve the sustainabledevelopment goals of the United Nations and build a fairer, more scientific andmore peaceful world.
Our core proposals are:
1.Brandis an issue of mankind! It is about health, happiness, peace, development andhuman rights of all people around the world.
2.Brandis the combination of quality, characteristic and taste of the commodity, with qualityserving as the core characteristic as the essence and taste as the power of thebrand. Brand decided by its essence is a true brand, while brand decided by itsextension is a fake brand!
3.Theevaluation of international brand is a non-political, non-economic systematic project.It is neither the commendation and general evaluation inside the governments,nor the mutual evaluation and recognition among common organizations, butscientific calculation. WIBEIS is the international criteria for evaluating,confirming and authenticating international high-quality brands. It is also themost important basis on which brands of various nations are assessed andallowed to participate in international trade and enter the catalogue of internationalhigh-quality brands.
4.TheWorld Conference on International Brands takes WIBEIS of the United NationsCenter for World International Brand Evaluation as the core to evaluate, sift,authenticate and confirm global brands. It is the top-class platform and windowfor countries around the world to build their own international brands.
5.Ihope that through this Summit, we can find new Chinese brands and cultivate morebrands into world-class international ones.
We hope that Chinese brands take an active part in theevaluation and certification of WIBEIS, and welcome entrepreneurs of famous Chinesebrands to attend the World Conference on International Brands.
The World Conference on International Brands will adhereto the spirit of "Science, Innovation, Cooperation and Win-Win" and buildfriendly connections with more countries and regions. Through the United NationsNGO Organization and the United Nations Center for World International BrandEvaluation, it helps local governments to battle with counterfeiting and betterserves the human society. It also builds a high-level platform of communicationfor governments to develop brand economy, an international cooperativecommunity for the associations of national chambers of commerce and a bridge offriendship for outstanding entrepreneurs in the world. Through all theseefforts, it promotes brand economy globally, pursues the SustainableDevelopment Goals of the United Nations and endeavours to build global brandsand a community of shared future for mankind.
Thank you again, President Liu Yi, and thank all our friendshere. Thank you for your attention.
