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GB/T 29186.1-2021: Evaluation of brand value elements - Part 1: General principles Delivery: 9 seconds. True-PDF full-copy in English & invoice will be downloaded + auto-delivered via email. See step-by-step procedure Status: Valid GB/T 29186.1: Historical versions
Similar standardsGB/T 29186.1-2021: Evaluation of brand value elements - Part 1: General principles---This is an excerpt. Full copy of true-PDF in English version (including equations, symbols, images, flow-chart, tables, and figures etc.), auto-downloaded/delivered in 9 seconds, can be purchased online: https://www.ChineseStandard.net/PDF.aspx/GBT29186.1-2021GB 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 ContentsForeword ... 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 principles1 ScopeThis 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 referencesThe 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 fundamentals3 Terms and definitionsTerms and definitions determined by GB/T 29185, ISO 20671:2019 and the following ones are applicable to this document. 3.1 Brand4 General principlesThe 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 system5.1 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 calculation7.1 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 capabilities8.1 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 full-copy PDF -- translated/reviewed by: www.ChineseStandard.net / Wayne Zheng et al. 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