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World CEO Annual Conference, Hong Kong

Air China was ranked the #1 airline in the “China Annual Brand Prize 2007” conducted by the World Brand Lab (WBL) during the World CEO Annual Conference on December 28, 2007. Mr. Li Jiaxiang, Chairman of Air China, was awarded the “Biographical Dictionary of New Chinese Entrepreneurs and Business Leaders 2007”. Mr. Tan Zhihong, Senior VP of Air China, accepted the prize and delivered a speech on behalf of Air China.

Air China achieved excellent performance in 2007. Some achievements in 2007 include:

• The implementation of the Reform and Restructuring Policy in response to the surging fuel prices and strong industrial competition.  The policy relates to strategy, organization, management, work flow, staffing, wages, and performance ranking.
  
  
• Upgraded hardware and software in line with world leading airlines.
  
  
• The establishment of a service enhancement plan to further improve service quality by outlining a world-class service standard, establishing management and evaluation systems, and strengthening service back-up.
  
  
• Better results from the Customer Satisfaction Survey.
  
  
• The successful joining of Star Alliance, the biggest alliance in the world, and deeper cooperation with Cathay Pacific.
  
  
• Air China’s brand value reached 23.523 billion RMB, further increasing worldwide competitiveness.
  
  
• Air China’s net profit accumulated to 3.487 billion RMB from January to September 2007 compared with 3.191 billion yearly profits in 2006, topping Chinese aviation industry.

WBL and some individual evaluation firms regarded the performance and brand of Air China as #1 among Chinese airlines. Mr. Robert A. Mundell, CEO of the World Executive Group (parent of WBL) and bossline.com praised the brilliant leadership of Air China’s Chairman, Li Jiaxiang.

Mr. Tan Zhihong, Senior VP of Air China, delivered a speech about brand during the annual conference on December 28, 2007. He spoke about the reform, development, service quality and great progress of Air China over the past years. Air China believes that quality is essential for brand awareness and that customer satisfaction can be achieved by maintaining efficient and superior operations, safety, and services. The company should focus on perfecting the service standard in ground and air operations, ticket reservations, boarding procedures and in-flight activities. China is transitioning from a large civil aviation country to a powerful one and Air China feels honored to contribute to this goal.

The brand evaluation for the annual conference is adopted from the Brand Influence Evaluation System of the WBL. The Brand Influence Evaluation System refers to the ability of a brand to take advantage of a market, absorb the market share and make profits in the market. The basic elements of Brand Influence include brand awareness, brand creativity, brand occupation, brand satisfaction, and brand loyalty. The components of the China Annual Brand Prize include the company’s annual sales revenues, profits from the main business, customer evaluation, research conducted by WBL experts, and the actual contribution and influence of the brand.