GB/T 29186.4-2021 Brand value factor evaluation Part 4: Innovation factor
Some standard content:
ICS 03.140
National Standard of the People's Republic of China
GB/T 29186.4—2021
Replaces (G3/T31043—2014www.bzxz.net
Evaluation of brand value elements-Part 4:Innovation elements2021-04-30 Release
State Administration for Market Regulation
National Standardization Administration
2021-11-01 Implementation
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Normative reference documents
Terms and definitions
Basic requirements
5 Evaluation index system
6 Index measurement
7 Result calculation
Appendix A (Informative Appendix)
References
Example of evaluation index of brand value innovation elements-rrKaeerKa-
GB/T 29186.4—2021
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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 1: Innovation requirements:
Part 5: Service requirements;
Part 6: Meta-tangible 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. 29186.4—2021
This part replaces (13/T31043—20[4 "Brand Value Technological Innovation Evaluation Requirements". Compared with (13/T3[043—2014), in addition to editorial modifications, the main technical changes are as follows: a) Added "introduction",
Deleted the definitions of "technological innovation" and "capability"; b)
Revised the definition of "innovation":
Deleted the "general requirements", "statement of the month", "definition of the evaluated brand" and "requirements for evaluators"; e)
Modified the evaluation index system, expanding it from two aspects, innovation effectiveness and innovation capability, to brand innovation management capability, brand innovation development capability and brand innovation benefit level, and modified the secondary evaluation indicators and their specific evaluation contents: revised the content and structure of Appendix A;
Modified the evaluation method of specific indicators:
h) Added examples for the evaluation of brand value innovation elements. This part was proposed by the National Brand Evaluation Standardization Technical Committee (SAC/TC-532) and is under the jurisdiction of the drafting units of this part: Shenzhen Institute of Standards and Technology, China Brand Development Promotion Association, China National Institute of Standardization, Shenzhen Brand Development Promotion Center, "China Brand" Magazine, Suzhou Jixiangcun Food Co., Ltd., Bosideng Co., Ltd., Zhongbiao Hexin (Beijing) Certification Co., Ltd., and Shilian Asset Appraisal Group Co., Ltd. The main drafters of this part are: Yang Zhihua, Lv Anran, Wu Ping, Zhao Yunlong, Gong Lili, Li Xiaoxia, Kang Jian, Duan Qi, Wu Fang, Hu Zhi, Li Kewei, Zhang Chao, Zhang Jing, Gong Chenhua, Xu Jia
The previous versions of the standards represented by this part are:—GB/T31043—2014
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GB/T 29186.4—2021
Innovation is an important part for an entity to obtain sustainable competitiveness and a strong guarantee for the entity to achieve healthy and sustainable development. With the rapid development and changes of the market, the connotation and form of innovation have already broken through the simple technical boundaries and integrated into the whole process of entity operation and management: that is, on the basis of technological innovation, it extends to organizational management, marketing, service and market application. Innovation in various forms in each link can efficiently create a broad and significant brand competitiveness and brand value for the entity. In 2019, the International Organization for Standardization Brand Evaluation Technical Committee issued the international standard IS020671:2019 "Principles and Foundations of Brand Evaluation", which regards innovation as one of the key elements to support brand building and value enhancement. Therefore, in order to adapt to the richness of current innovation forms, fully and deeply understand the connotation of innovation, revise and improve existing standards to make them consistent with international standards, and meet the actual needs of innovation and development, it is necessary to carry out a comprehensive evaluation of innovation elements. This revision will help improve the comprehensive understanding of innovation elements by market entities, facilitate relevant entities to carry out innovation element evaluation work, improve the practicality and operability of evaluation, and better guide entities to improve brand innovation level and ability. r kaeerkAca
1 Scope
GB/T29186.4—2021
Evaluation of brand value elements
Part 4: Innovation elements
This part of GB/T29186 specifies the basic requirements, evaluation index system, index measurement and result calculation for the evaluation of brand value innovation elements,
Not applicable to various entities carrying out brand value element evaluation, brand evaluation and brand management activities. 2 Normative referenced documents
The following documents are indispensable for the application of this document. For all referenced documents with annotated period II, only the version with annotated period II is applicable to this document. For all referenced documents without annotated date, the latest version (including all amendments) is applicable to this document. GB/T29185 Brand value technical certification
G3/T29186.1 Brand value elements Part 1: General GB/T29187 Brand evaluation Brand value evaluation requirements (G13/T29187-2012.ISO【0668.2010.1IT) IS020671:2019 Brand evaluation principles and fundamentals (Brandevaluation Principles and fundamentals) 3 Terms and definitions
The terms and definitions defined in G3/T29185, G3/29187, IS2067[:2019 and the following terms and definitions apply to this document. 3.1
Innovation
The activity of using new or significantly improved products (services), production processes, new marketing methods, new organizational methods, service models, etc. into business operations, work organization or external relations. Note: Innovation involves the entire process of brand entity R&D design, production, management, marketing, service and market application. 4 Basic requirements
When evaluating the brand value innovation requirements, the overall principles and evaluation procedures specified in (B3/T29186.1 should be followed. When constructing the evaluation index system, obtaining evaluation data, calculating the evaluation results, and issuing its evaluation report, it must comply with the corresponding requirements of (13/T29[86.1: The personnel implementing the evaluation must have the ability requirements proposed in GB/T29186.1. 5 Evaluation index system
5.1 Overview
The evaluation of brand value innovation requirements can be carried out from three aspects: brand innovation management capabilities, brand innovation development capabilities and brand innovation efficiency levels.
5.2 Index system composition
The brand value innovation requirements evaluation index system is shown in Figure 11
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GB/T 29186.4—2021
Brand innovation management capability
6 Indicator measurement
6.1 Brand innovation management capability
Brand value innovation elements
Brand innovation development capability
Figure 1 Brand value innovation element evaluation index system
Brand innovation benefit level
Brand innovation management capability can be mainly measured from five aspects: brand innovation resource management, brand innovation strategy management, brand innovation mechanism management, intellectual property creation and intellectual property protection and expansion: The evaluation indicators are detailed in Table 1. Table 1 Brand innovation management capability evaluation indicators
Indicator name
Brand innovation resources
Brand innovation strategy
Indicator captures
The adequacy, advancement and structural rationality of the investment in R&D personnel, funds, equipment and other resources required for brand innovation activities.As well as the R&D platforms and external resources available to it, etc. The planning, deployment, implementation and monitoring of the entity's innovation activities. Examples of indicator measurements: R&D personnel ratio; R&D funding ratio and growth rate; Number and level of R&D platforms (such as laboratories, technology centers): Production/service equipment level (such as advanced level and implementation standards): Participation in standardization technical organizations, authoritative technical groups or alliances; Brand innovation strategy planning and implementation: Completion of brand innovation strategy standards: Brand innovation strategy and brand Brand positioning fee suitability: Other
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Data may be source
, entity self-disclosure statement:
Entity annual report, research report
and other materials:
Data released by government regulatory authorities:
Research report of third-party institutions and
Public information of online platforms
·Self-disclosure statement:
Entity annual report;
·Related explanations provided by municipal entities
Documents:
·Research report of third-party institutions and
Public information of online platforms
Indicator name
Brand innovation mechanism
Knowledge Intellectual property creation
Intellectual property protection
Indicator description
The guarantee system established by the entity for the formulation and implementation of innovation strategy
The intellectual property achievements and quality level formed by the entity in the process of production/service innovation
The entity's protection of intellectual property innovation achievements
Brand innovation development capabilities
Table 1 (continued)
Indicator measurement example
The perfection of brand innovation architecture:
Brand innovation demand identification and transmission mechanism: internal and external collaborative innovation mechanism;
The establishment and implementation of innovation assessment and incentive mechanism;
Establishment and implementation of innovation risk management mechanism: Others
The number and level of valid patents, trademarks, works, etc. of entities;
The proportion of invention patents in patent applications:
The proportion of patent authorizations in applications:
The number of domestic and foreign innovation awards:
Formulation of rules and regulations for intellectual property protection and expansion (such as property rights certification, legal support):
Formulation of intellectual property early warning mechanism and response plan;
The level of investment in intellectual property protection and expansion funds:
The establishment of domestic and foreign intellectual property protection institutions;
The effective handling of domestic and foreign intellectual property disputes in the past three years;
GB/T 29186.4—2021
Possible sources of data
·We declare and declare;
Entity annual report:
Documents and descriptions provided by the entity:
, first-party research reports and
public information on online platforms
Entity’s patents, technical research standards, trademarks, innovation awards, etc.
We declare data:
·International, national, and industry competent departments’ AD information:|| tt||, research reports from third-party institutions and public information on online platforms
Entity's self-declaration on patents, technical standards,
trademarks, innovation awards, etc.;
Public information from international, national and industry authorities;
Research reports from third-party institutions and public information on online platforms
Brand innovation and development capabilities can be measured mainly from three levels: brand expansion capabilities, brand marketing innovation and brand innovation layout: Please see Table 2 for evaluation indicators.
Table 2 Evaluation indicators of brand innovation and development capabilities
Indicator name
Brand expansion capability
Indicator description
The entity's brand extension capability in the process of production or service, such as improvement of modern technology/technique, expansion of product/service functions, and brand reshaping
Indicator measurement example
The degree of improvement and advancement of new technology/technique;
The use value and economic benefits of product/service functions Value expansion:
The ability to explore and reshape brand connotations corresponding to product/service improvement and company development;
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Possible data sources
Self-disclosure statement:
Government department filing information data;
·Entity acquisition, collection and update or
Cooperative development of advanced technology
Documents:
Related research reports issued by third-party professional institutions, etc.
GB/T 29186.4—2021
Indicator name
Indicator description
The entity's research on the market and consumer demand during the process of launching products/services on the market, and the innovation of traditional and online brand marketing, brand innovation layout, marketing planning and layout, marketing system construction, channel control, external resource integration and other marketing models. The entity should improve its innovation within the scope of the enterprise. ||New resource planning and optimization,
Accelerate the ability to acquire, absorb and re-innovate technology
Brand innovation efficiency level
Table 2 (continued)
Indicator measurement example
Market structure, consumer demand, etc. research investment and its effectiveness;
The degree of traditionalization and networking of marketing;
The soundness of the marketing communication system (topic extraction, image design, advertising, public relations, etc.):
The degree of controllability of marketing channel coverage:||t t||External resource marketing plan integration capabilities:
Domestic and foreign R&D regional layout degree (such as the number and distribution of R&D institutions):
Domestic and foreign technology acquisition channels and penetration:
Regional layout of new products (services)
Possible data sources
Entity market research strategy, investment, analysis results and performance reports and other documents:
Market expansion plans, business reports and other documents provided by the entity:||t t||Entity-provided cooperation documents, channel coverage network and channel marketing business continuity reports, etc.; First-party institution research reports and network platform public information; tt||Entity-provided relevant explanations and materials; Overseas R&D institution registration platform: Third-party institution research reports and network platform public information; Brand innovation efficiency level from intellectual property rights It is measured at three levels: application, brand innovation economic value and brand consumption evaluation. The evaluation indicators are detailed in Table 3.
Table 3 Evaluation indicators of brand innovation benefit level
Indicator name
Intellectual property operation
Brand innovation economy
Indicator description
The benefit of the entity's transformation, licensing and transfer of its intellectual property rights
Output of the entity's new products/services in economic benefit creation and market Performance
Situation
Indicator measurement example
Intellectual property conversion rate in the past two years:
Proportion of intellectual property licensing and transfer income in the past three years to the entity's revenue;
Intellectual property financing in recent years:
Rate of new products/services:
Market share of new products/services:
Revenue growth rate of new products/services:
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Possible source of data||tt| |Entity's self-disclosure of proprietary rights, trademark rights and copyrights, etc. Public information from international, national and industry authorities:
·Research reports of second-party institutions and public information from online platforms
·Entity's self-disclosure information (annual reports, financial reports, etc.):
·Government filing information:
Research reports of first-party institutions and public information from online platforms
Indicator name|| tt||Brand consumption evaluation
Result calculation
Indicator description
Consumers’ evaluation of their consumption experience and satisfaction after the brand’s new products/services are put into the market
Table 3 (continued)
Indicator measurement example
Brand new products/services’ practical evaluation:
New product/service net recommendation value (NPS):
New product/service satisfaction and complaint rate:
GB/T 29186.4—2021
Possible sources of data
·Information disclosed by entities themselves:
, information filed with government departments:
·Consumer
satisfaction survey reports spontaneously conducted by entities:
·Research reports of third-party institutions and
public information of online platforms
The evaluation value of innovation factors (K) is calculated according to the three first-level indicators of brand innovation management capability (K), brand innovation development capability (K,) and brand innovation benefit level (K,) and their weights, using formula (): K
In the formula:
Innovation requirement evaluation value:
the evaluation value of the first-level indicator;
the! The weight of the influence of the first-level indicator on the innovation factor, XW
When there are subordinate indicators under the K, indicator, its evaluation is calculated according to formula (2): K.XW.Gj=1...m)
Wherein:
Evaluation value of the th first-level indicator:
Evaluation value of the th second-level indicator under the th first-level indicator: The influence weight of the th second-level indicator under the th first-level indicator on K. For examples of brand value innovation factor evaluation indicators, see Appendix A: -rKaeerKa-
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GB/T 29186.4—2021
Appendix A
(Informative Appendix)
Examples of Evaluation Indicators for Innovation Factors of Brand Value Table A1 gives examples of evaluation indicators for innovation factors of brand value and evaluation rules: Evaluators should select evaluation indicators and determine the evaluation weights according to the characteristics of the innovation factors of the evaluated brand entity and the specific situation of the industry to which it belongs. Table A.1 Examples of Evaluation Indicators for Innovation Factors of Brand Value Evaluation Factors
Brand Value
Innovation Factors
Level Indicators and Weights
Brand Innovation Management Capability
(40%)
Brand Innovation Development Capability
(30%)
Level Indicators and Weights
Jingpai Innovation resource management
Brand innovation strategy management
Brand innovation mechanism management
Intellectual property creation
(25%)
Intellectual property protection
Brand development capabilities
Brand marketing innovation
(35)
Brand innovation layout
Indicator content
The adequacy, advancement and structural rationality of the R&D talents, funds, equipment and other resource investments required for brand innovation activities, as well as the guarantee of the R&D platforms and external resources available to it
The planning, deployment and monitoring made by the entity for innovation activities. Including innovation strategy planning, innovation brand development relationships, etc.
The entity’s innovation strategy formulation and implementation The guarantee system established for the implementation of the implementation, including innovation framework, collaborative innovation, innovation incentives and risk control mechanisms, etc. The intellectual property achievements and quality levels formed by the entity in the process of product/service innovation, such as the number of trademarks, innovation awards, etc. The protection of the entity's intellectual property innovation achievements, such as property rights certification, legal support, and investment in property rights protection fees, etc. The entity's brand extension capabilities such as improvements in modern technology/processes, product/service function expansion, and brand reshaping during the production or service process. The entity's research on the market and consumer demand during the process of product/service launch, and the planning and layout of traditional and online marketing, establishment of marketing system, channel control, and external Innovation of marketing models such as resource integration
Entities should improve innovation infrastructure globally, enhance the aggregation and optimal allocation of innovation resources, accelerate the ability to acquire, absorb and re-innovate technology, such as the construction of innovation platforms, the layout of domestic and foreign innovation zones, and the layout of new product/service releases.
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Evaluation rules
Comprehensively compare the performance of each evaluation indicator in the industry, and divide it into four levels: excellent, good, generally poor, and give each level a corresponding score based on the combined weight. The brand entity's score for each indicator is evaluated according to its performance in the industry and level.4—2021
Possible sources of data
·Information disclosed by entities themselves:
, information filed with government departments:
·Consumer
satisfaction survey reports spontaneously conducted by entities:
·Research reports of third-party institutions and
public information of online platforms
The evaluation value of innovation factors (K) is calculated according to the three first-level indicators of brand innovation management capability (K), brand innovation development capability (K,) and brand innovation efficiency level (K,) and their weights, using formula (): K
In the formula:
Innovation requirement evaluation value:
the evaluation value of the first-level indicator;
the! The weight of the influence of the first-level indicator on the innovation factor, XW
When there are subordinate indicators under the K, indicator, its evaluation is calculated according to formula (2): K.XW.Gj=1...m)
Wherein:
Evaluation value of the th first-level indicator:
Evaluation value of the th second-level indicator under the th first-level indicator: The influence weight of the th second-level indicator under the th first-level indicator on K. For examples of evaluation indicators for brand value innovation factors, see Appendix A: -rKaeerKa-
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GB/T 29186.4—2021
Appendix A
(Informative Appendix)
Examples of Evaluation Indicators for Innovation Factors of Brand Value Table A1 gives examples of evaluation indicators for innovation factors of brand value and evaluation rules: Evaluators should select evaluation indicators and determine the evaluation weights according to the characteristics of the innovation factors of the evaluated brand entity and the specific situation of the industry to which it belongs. Table A.1 Examples of Evaluation Indicators for Innovation Factors of Brand Value Evaluation Factors
Brand Value
Innovation Factors
Level Indicators and Weights
Brand Innovation Management Capability
(40%)
Brand Innovation Development Capability
(30%)
Level Indicators and Weights
Brand Innovation resource management
Brand innovation strategy management
Brand innovation mechanism management
Intellectual property creation
(25%)
Intellectual property protection
Brand development capabilities
Brand marketing innovation
(35)
Brand innovation layout
Indicator content
The adequacy, advancement and structural rationality of the R&D talents, funds, equipment and other resource investments required for brand innovation activities, as well as the guarantee of the R&D platforms and external resources available to it
The planning, deployment and monitoring made by the entity for innovation activities. Including innovation strategy planning, innovation brand development relationships, etc.
The entity’s innovation strategy formulation and implementation The guarantee system established for the implementation of the implementation, including innovation framework, collaborative innovation, innovation incentives and risk control mechanisms, etc. The intellectual property achievements and quality levels formed by the entity in the process of product/service innovation, such as the number of trademarks, innovation awards, etc. The protection of the entity's intellectual property innovation achievements, such as property rights certification, legal support, and investment in property rights protection fees, etc. The entity's brand extension capabilities such as improvements in modern technology/processes, product/service function expansion, and brand reshaping during the production or service process. The entity's research on the market and consumer demand during the process of product/service launch, and the planning and layout of traditional and online marketing, establishment of marketing system, channel control, and external Innovation of marketing models such as resource integration
Entities should improve innovation infrastructure globally, enhance the aggregation and optimal allocation of innovation resources, accelerate the ability to acquire, absorb and re-innovate technology, such as the construction of innovation platforms, the layout of domestic and foreign innovation zones, and the layout of new product/service releases.
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Evaluation rules
Comprehensively compare the performance of each evaluation indicator in the industry, and divide it into four levels: excellent, good, generally poor, and give each level a corresponding score based on the combined weight. The brand entity's score for each indicator is evaluated according to its performance in the industry and level.4—2021
Possible sources of data
·Information disclosed by entities themselves:
, information filed with government departments:
·Consumer
satisfaction survey reports spontaneously conducted by entities:
·Research reports of third-party institutions and
public information of online platforms
The evaluation value of innovation factors (K) is calculated according to the three first-level indicators of brand innovation management capability (K), brand innovation development capability (K,) and brand innovation efficiency level (K,) and their weights, using formula (): K
In the formula:
Innovation requirement evaluation value:
the evaluation value of the first-level indicator;
the! The weight of the influence of the first-level indicator on the innovation factor, XW
When there are subordinate indicators under the K, indicator, its evaluation is calculated according to formula (2): K.XW.Gj=1...m)
Wherein:
Evaluation value of the th first-level indicator:
Evaluation value of the th second-level indicator under the th first-level indicator: The influence weight of the th second-level indicator under the th first-level indicator on K. For examples of evaluation indicators for brand value innovation factors, see Appendix A: -rKaeerKa-
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GB/T 29186.4—2021
Appendix A
(Informative Appendix)
Examples of Evaluation Indicators for Innovation Factors of Brand Value Table A1 gives examples of evaluation indicators for innovation factors of brand value and evaluation rules: Evaluators should select evaluation indicators and determine the evaluation weights according to the characteristics of the innovation factors of the evaluated brand entity and the specific situation of the industry to which it belongs. Table A.1 Examples of Evaluation Indicators for Innovation Factors of Brand Value Evaluation Factors
Brand Value
Innovation Factors
Level Indicators and Weights
Brand Innovation Management Capability
(40%)
Brand Innovation Development Capability
(30%)
Level Indicators and Weights
Brand Innovation resource management
Brand innovation strategy management
Brand innovation mechanism management
Intellectual property creation
(25%)
Intellectual property protection
Brand development capabilities
Brand marketing innovation
(35)
Brand innovation layout
Indicator content
The adequacy, advancement and structural rationality of the R&D talents, funds, equipment and other resource investments required for brand innovation activities, as well as the guarantee of the R&D platforms and external resources available to it
The planning, deployment and monitoring made by the entity for innovation activities. Including innovation strategy planning, innovation brand development relationships, etc.
The entity’s innovation strategy formulation and implementation The guarantee system established for the implementation of the implementation, including innovation framework, collaborative innovation, innovation incentives and risk control mechanisms, etc. The intellectual property achievements and quality levels formed by the entity in the process of product/service innovation, such as the number of trademarks, innovation awards, etc. The protection of the entity's intellectual property innovation achievements, such as property rights certification, legal support, and investment in property rights protection fees, etc. The entity's brand extension capabilities such as improvements in modern technology/processes, product/service function expansion, and brand reshaping during the production or service process. The entity's research on the market and consumer demand during the process of product/service launch, and the planning and layout of traditional and online marketing, establishment of marketing system, channel control, and external Innovation of marketing models such as resource integration
Entities should improve innovation infrastructure globally, enhance the aggregation and optimal allocation of innovation resources, accelerate the ability to acquire, absorb and re-innovate technology, such as the construction of innovation platforms, the layout of domestic and foreign innovation zones, and the layout of new product/service releases.
-rrKaeerkAca-
Evaluation rules
Comprehensively compare the performance of each evaluation indicator in the industry, and divide it into four levels: excellent, good, generally poor, and give each level a corresponding score based on the combined weight. The brand entity's score for each indicator is evaluated according to its performance in the industry and level.
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