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GB/T 39071-2020: Brand evaluation--Guidelines for consumer perception measuring
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| GB/T 39071-2020 | English | 339 |
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Brand evaluation--Guidelines for consumer perception measuring
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GB/T 39071-2020
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Basic data | Standard ID | GB/T 39071-2020 (GB/T39071-2020) | | Description (Translated English) | Brand evaluation--Guidelines for consumer perception measuring | | Sector / Industry | National Standard (Recommended) | | Classification of Chinese Standard | A00 | | Classification of International Standard | 03.140 | | Word Count Estimation | 18,196 | | Date of Issue | 2020-07-21 | | Date of Implementation | 2021-02-01 | | Issuing agency(ies) | State Administration for Market Regulation, China National Standardization Administration | GB/T 39071-2020: Brand evaluation--Guidelines for consumer perception measuring---This is a DRAFT version for illustration, not a final translation. Full copy of true-PDF in English version (including equations, symbols, images, flow-chart, tables, and figures etc.) will be manually/carefully translated upon your order.
Brand evaluation--Guidelines for consumer perception measuring
ICS 03.140
A00
National Standards of People's Republic of China
Consumer Perception Measurement Guidelines for Brand Evaluation
2020-07-21 released
2021-02-01 implementation
State Administration for Market Regulation
Issued by the National Standardization Management Committee
Table of contents
Preface Ⅲ
Introduction Ⅳ
1 Scope 1
2 Normative references 1
3 Terms and definitions 1
4 Brand perception indicator measurement method 1
4.1 General 1
4.2 Brand awareness measurement method 2
4.3 Brand recognition measurement method 2
4.4 Brand reputation measurement method 2
4.5 Brand loyalty measurement method 3
5 Measurement procedure 3
5.1 Questionnaire Design 3
5.2 Sampling plan design 3
5.3 Selection of questionnaire collection method 3
5.4 Questionnaire collection 3
5.5 Result measurement 3
6 Application of results 3
Appendix A (informative appendix) Questionnaire design 5
Appendix B (informative appendix) Determination of thresholds and key points 7
Appendix C (Informative Appendix) Brand Evaluation Case 10
Reference 13
Foreword
This standard was drafted in accordance with the rules given in GB/T 1.1-2009.
This standard was proposed and managed by the National Brand Evaluation Standardization Technical Committee (SAC/TC532).
Drafting organizations of this standard. China National Institute of Standardization, North China University of Technology, China Brand Building Promotion Association, Anhui Guoke Testing Technology Co., Ltd.
Company, Shanghai Quality Association, Shenzhen Chain Store and Franchise Association, Shenzhen Retail Business Association, Bama Tea Co., Ltd., Shandong
China Tobacco Industry Co., Ltd. Qingdao Cigarette Factory, Inner Mongolia Yili Industrial Group Co., Ltd., Bright Dairy Co., Ltd., Chengdu
Futong Optical Communication Technology Co., Ltd., Shijiazhuang Junlebao Dairy Co., Ltd., Joyoung Co., Ltd., Shandong Institute of Standardization.
The main drafters of this standard. Cai Huali, Zhou Yun, Lu Anran, Shao Dongliang, Guo Zheng, Zhang Jingshu, Hua Tao, Su Liming, Xie Yongming, Wu Qingbiao,
Hou Yingying, Qiao Huifang, Zhang Fenghua, Liu Weide, Liu Huiping, Chai Yanbing, Han Run, Duan Qi, Wu Fang, Wang Qianqian, Sun Liangquan, Liu Shixin, Lian Shibin,
Liu Xinxin, Sun Qing.
Introduction
The key role of a brand is to trigger consumer associations and purchases, which are first established on the basis of consumer perception. Therefore, it is necessary
Measure consumer perception and calculate the result of brand perception index to accurately evaluate the brand. This standard provides for measuring consumer perception of brands
Methodological guidance.
Consumer Perception Measurement Guidelines for Brand Evaluation
1 Scope
This standard provides guidelines for the measurement methods, measurement procedures and results application of brand perception indicators based on consumer perception.
This standard applies to the measurement and analysis of a single brand perceived by consumers.
2 Normative references
The following documents are indispensable for the application of this document. For dated reference documents, only the dated version applies to this article
Pieces. For undated references, the latest version (including all amendments) applies to this document.
GB/T 29185 Brand Value Terms
3 Terms and definitions
The following terms and definitions defined in GB/T 29185 apply to this document.
3.1
Organization
A person or group of people who have their own functions and responsibilities, authorities and relationships to achieve their goals.
[GB/T 19000-2016, definition 3.2.1]
3.2
Consumerperception
Consumers feel and perceive objects through sensory organs.
Note. Sensation is the reflection of the human brain to the individual attributes of objective things that directly act on the sensory organs; perception is the human brain's response to the various attributes and parts of the stimulus.
Body reflection, perception is the process of processing and interpreting sensory information.
3.3
Brand self-communication
In the absence of any commercial support, there is still a phenomenon of spontaneous brand spread among consumers or among the media.
3.4
Brand self-communication rate
Under a specific survey sample, brand self-propagating (3.3) accounted for the proportion of consumers who knew the brand.
4 Brand perception indicator measurement method
4.1 General
Brand perception indicators include brand awareness, brand recognition, brand reputation and brand loyalty.
According to the characteristics of the object being evaluated, determine the statistical sampling and stratification rules for the measurement of perception indicators. The steps are.
a) First measure the brand perception indicators of each consumer sample;
b) The ratio of stratified consumers to the total number of consumers is used as weight, and the weighted sum is calculated to calculate the perception index of the overall sample.
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