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Evaluation of brand value elements - Part 4: Innovation elements
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GB/T 29186.4-2021: PDF in English (GBT 29186.4-2021) GB/T 29186.4-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S REPUBLIC OF CHINA
ICS 03.140
A 00
Replacing GB/T 31043-2014
Evaluation of brand value elements - Part 4:
Innovation elements
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 Basic requirements ... 7
5 Evaluation index system ... 7
6 Index measurement ... 8
7 Result measurement and calculation ... 11
Appendix A (Informative) Examples of evaluation indexes of brand value
innovation elements ... 13
References ... 15
Foreword
GB/T 29186 "Evaluation of brand value elements" is divided into 6 parts:
-- Part 1: General principles;
-- Part 2: Tangible elements;
-- Part 3: Quality elements;
-- Part 4: Innovation elements;
-- Part 5: Service elements;
-- Part 6: Intangible elements.
This Part is Part 4 of GB/T 29186.
This Part was drafted in accordance with the rules given in GB/T 1.1-2009.
This Part replaces GB/T 31043-2014, “Brand value - Requirements for
technology innovation evaluation”. Compared with GB/T 31043-2014, the main
technical changes, except editorial changes, are as follows:
a) Add "Introduction";
b) Delete the definitions of "technical innovation" and "capacity";
c) Modify the definition of "innovation";
d) Delete "purpose statement", "definition of the evaluated brand" and
"requirements for evaluators" in the "general requirements".
e) Modify the evaluation index system, expanding from the two aspects:
innovation effectiveness and innovation capacity, to three aspects: brand
innovation management capacity, brand innovation development capacity
and brand innovation benefit level; modify the second-level evaluation
indexes and their specific evaluation contents;
f) Modify the content and structure of Appendix A;
g) Modify the evaluation method of specific indexes;
h) Add examples of evaluation of brand value innovation elements.
This Part was proposed and managed by the National Technical Committee
532 on Brand Evaluation of Standardization Administration of China (SAC/TC
532).
Evaluation of brand value elements - Part 4:
Innovation elements
1 Scope
This Part of GB/T 29186 specifies the basic requirements, evaluation index
system, index measurement, result measurement and calculation for the
evaluation of brand value innovation 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/T29186.1, Evaluation of brand value elements - Part 1: General
principles
GB/T 29187, Brand valuation - Requirements for monetary brand valuation
(GB/T 29187-2012, ISO 10668:2010, IDT)
ISO 20671:2019, Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by GB/T 29185, GB/T 29187, ISO
20671:2019 and the following ones are applicable to this document.
3.1 Innovation
Activities of applying new or significantly improved products (services),
production processes, new marketing methods, new organization methods,
service models to business activities, work organization or external relations.
Note: Innovation involves the complete process of R&D, design, production,
management, marketing, service and market application of the subject
of brand.
4 Basic requirements
The evaluation of brand value innovation elements shall be carried out in
accordance with the general principles and evaluation procedures that are
specified in GB/T 29186.1. When constructing the evaluation index system,
obtaining the evaluation data, calculating the evaluation results, and issuing the
evaluation reports, it must comply with corresponding requirements of GB/T
29186.1; the personnel implementing the evaluation shall meet the capacity
requirements which are set out in GB/T 29186.1.
5 Evaluation index system
5.1 Overview
The evaluation of brand value innovation elements can be carried out from three
aspects: brand innovation management capacity, brand innovation
development capacity and brand innovation benefit level.
5.2 Index system composition
Refer to Figure 1 for the evaluation index system of brand value innovation
elements.
......
Source: Above contents are excerpted from the PDF -- translated/reviewed by: www.chinesestandard.net / Wayne Zheng et al.
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