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Evaluation of brand value elements - Part 1: General principles
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GB/T 29186.1-2021: PDF in English (GBT 29186.1-2021) GB/T 29186.1-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S REPUBLIC OF CHINA
ICS 03.140
A 00
Replacing GB/T 29186-2012
Evaluation of brand value elements - Part 1: General
principles
ISSUED ON: APRIL 30, 2021
IMPLEMENTED ON: NOVEMBER 01, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the People’s Republic of
China.
Table of Contents
Foreword ... 3
Introduction ... 5
1 Scope ... 6
2 Normative references ... 6
3 Terms and definitions ... 6
4 General principles ... 8
5 Evaluation index system ... 8
5.1 Composition of the evaluation index system ... 8
5.2 Index selection ... 9
5.3 Determination of index weights ... 9
6 Evaluation data acquisition ... 9
7 Result measurement and calculation ... 10
7.1 Quantitative evaluation indexes ... 10
7.2 Measurement and calculation results ... 10
8 Evaluation subject and personnel capabilities... 10
8.1 Evaluation subject ... 10
8.2 Evaluator's ability ... 11
9 Evaluation procedures ... 11
10 Evaluation report ... 11
References ... 13
Evaluation of brand value elements - Part 1: General
principles
1 Scope
This Part of GB/T 29186 stipulates the general principles, evaluation index
system, evaluation data acquisition, evaluation implementation, evaluation
procedures and evaluation reports for the evaluation of brand value elements.
This Part applies to various entities to carry out evaluation of brand value
elements, brand evaluation and brand management activities.
2 Normative references
The following documents are indispensable for the application of this document.
For dated references, only the dated version applies to this document. For
undated references, the latest edition (including all amendments) applies to this
document.
GB/T 29185, Brand value - Vocabulary
GB/T 29186.2, Evaluation of brand value elements - Part 2: Tangible
elements
GB/T 29186.3, Evaluation of brand value elements - Part 3: Quality elements
GB/T 29186.4, Evaluation of brand value elements - Part 4: Innovation
elements
GB/T 29186.5, Evaluation of brand value elements - Part 5: Service elements
GB/T 29186.6, Evaluation of brand value elements - Part 6: Intangible
elements
ISO 20671:2019 Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by GB/T 29185, ISO 20671:2019 and the
following ones are applicable to this document.
3.1 Brand
4 General principles
The evaluation of brand value elements shall follow the following principles:
-- The selection of evaluation indexes reflects the characteristics of the
industry, the type of the subject of brand and other characteristics;
-- The acquisition of evaluation data shall be reliable, objective and sufficient;
-- The evaluation process shall be open, transparent and fair;
-- The evaluation methods should be consistent, to ensure that the results
are relatively stable and comparable.
5 Evaluation index system
5.1 Composition of the evaluation index system
The basic elements that constitute the foundation of brand value include five
categories: tangible, quality, innovation, service, and intangible. Each category
of elements can be measured and evaluated by specific indexes, where:
-- Tangible elements refer to the identifiable and directly measurable
resources that are controlled by the entity. The indexes of the element
include but are not limited to material resources and financial resources,
which reflect the ability of the brand entity to control the tangible resources;
-- Quality elements refer to the resources which are invested in quality
commitment, quality management, and perceived quality. The indexes of
the element include but are not limited to implementation of the quality
management system, process documentation, and qualified quality
management personnel, which reflect the sustainable and stable ability of
the brand entity to provide products and services that meet customer
needs;
-- Innovation elements refer to the resources that are invested in innovation
activities. The indexes of the element include but are not limited to the
ability, sustainability and effectiveness of innovative activities, which
reflect the capacity, sustainability and effectiveness of the brand entity's
innovation activities;
-- Service elements refer to the activities that are carried out by the brand
entity to meet customer needs and strengthen brand perception and
participation. The indexes of the element include but are not limited to
-- Evaluation-related information and data which is obtained by the
evaluation subject through surveys and other methods;
-- Relevant investigation reports, literature and other relevant materials that
are provided by credible third-party organizations;
-- Relevant information that is publicly released by social media.
7 Result measurement and calculation
7.1 Quantitative evaluation indexes
The quantification of the evaluation of brand value elements can be measured
and calculated according to the methods that are given in GB/T 29186.2 ~ GB/T
29186.6. In the quantification process, the metric calculation formula which is
given in the above standard can also be optimized according to the actual
situation.
7.2 Measurement and calculation results
By weighting and summing the scores of the evaluation indexes of each
element, calculate the evaluation result of each element. The calculation
formula is shown in Formula (1):
Where:
K -- evaluation value of a certain element of brand value;
Ki -- evaluation value of the ith first-level index in a certain element;
Wi -- weight of influence of the ith first-level index on a certain element that is
evaluated.
For example, the evaluation index system is composed of multi-level indexes;
the brand value element score can be obtained by calculating indexes of each
level; the calculation formula can be extended with reference to Formula (1).
8 Evaluation subject and personnel capabilities
8.1 Evaluation subject
Evaluation subjects are generally entities that carry out evaluation of brand
value elements, brand evaluation and brand management activities.
......
Source: Above contents are excerpted from the PDF -- translated/reviewed by: www.chinesestandard.net / Wayne Zheng et al.
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