The Beijing Association for Quality recently announced that a coolant of the Beijing Bluestar Technology Co was selected as a “Well-known Beijing brand”, which meant a real step forward in the company’s brand strategy. The famous-brand selection process is extremely strict and involves an application by the concerned enterprise, an industrial evaluation, recommendations by consumers, and another evaluation by a panel of experts. Government quality supervisors, departments, and organizations, such as the Beijing Quality and Technology Supervision Administration, Beijing Industry and Commerce Administration, and the Beijing Consumer Association are asked for their comments and views. The final list is compiled after a Beijing quality assessment committee assessment. The results are announced in newspapers such as China Quality Daily and the Beijing Daily.