One way in which the Society works to achieve this goal is by protecting the reputation of Mongolian cashmere through the creation of two certification marks: Pure Mongolian Cashmere and Made With Mongolian Cashmere (at least 50% Mongolian cashmere). With these certification marks, companies such as Gobi can capitalize on the Mongolian cashmere industry’s competitive advantage by increasing exports, earning more, improving production methods, and providing valuable collective marketing platforms. Indeed, many of the aforementioned branding strategies that Gobi has implemented have been in line with the Society’s goals.