GB/T 29186.3-2021 Brand value factor evaluation Part 3: Quality factors
Some standard content:
ICS 03.140
National Standard of the People's Republic of China
GB/T 29186.3—2021
Replaces (GB/T310112014
Evaluation of brand value elements-Part 3 : Quality
Evaluation of brand value elements-Part 3 : Quality elements2021-04-30Release
State Administration for Market Regulation
National Standardization Administration
2021-11-01Implementation
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Normative reference documents
3Terms and definitions
4Basic requirements
5Evaluation index system
6Indicator measurement
7Result calculation
Example of brand value quality element evaluation index Appendix A (informative appendix)
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GB/T 29186.3—2021bzxz.net
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GB/T29186 "Evaluation of Brand Value Elements" is divided into 6 parts: Part 1: General:
-Part 2: Tangible elements;
-Part 3: Quality elements:
-Part 1: Innovation elements:
Part 5: Service requirements;
Part 6: Special elements.
This part is Part 3 of GB/T29186
This part is drafted according to the rules given in GB/T1.1-2009. GB/T 29186.3—2021
This part replaces (G13/T31041—2011≤Brand Value Quality Evaluation Requirements》. Compared with (G13/T31041—2011, in addition to editorial modifications, the main technical changes are as follows: a) Structural adjustment. In order to facilitate use, the standard structure is adjusted to eight parts: specification, normative reference documents, terms and definitions, basic requirements, evaluation index system, index measurement, result calculation and Appendix A, and the structure is consistent with other parts of this standard; b) Added "quality commitment", "quality perception", "conformity assessment" and "customer satisfaction", etc. 4 terms and definitions; the content of "general requirements" was changed to "basic requirements"; l) the content of "evaluation elements" was changed to "evaluation index system", and the composition of the brand value quality element evaluation index system was given; e) "Indicator measurement" was added, and the name of the specific measurement indicator, indicator description, indicator measurement example and data source were given;
f) "Evaluation method" was changed to "result measurement": g) An appendix was added to give an example of brand value quality element evaluation. This part was proposed and managed by the National Brand Evaluation Standardization Technical Committee (SAC/TC-532). Drafting units of this part: China National Institute of Standardization, China Brand Construction Promotion Association, China Quality Certification Center, Zhongbiao Hexin (Beijing) Certification Co., Ltd., Shenzhen Brand Construction Promotion Center, Infinitus (China) Co., Ltd., Haier Smart Home Co., Ltd. The main drafters of this part: Kang Jian, Ri Anran, Lu Mei, Duan Qi, Li Kewei, Tu Lizhi, Liu Wenwen, Yang Zhihua, Ren Xianquan, Liu Fengsong, Sun Hongmei
The previous versions of the standards replaced by this part are: GB/T310412014.
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1 Scope
GB/T 29186.3—2021
Evaluation of brand value elements:
Part 3: Quality elements
This part of GB/T29186 specifies the basic requirements for the evaluation of brand value quality elements, the evaluation index system, the requirements for the measurement of evaluation indicators and the calculation of results.
This part is applicable to all kinds of entities to carry out brand value element evaluation, brand evaluation and brand management activities: 2 Normative reference documents
The following documents are indispensable for the application of this document. For any referenced document with an annotation of period II, only the version with an annotation of period II shall apply to this document. For any referenced document without an annotation of date, the latest version (including all amendments) shall apply to this document GB/T 19000 Quality management system foundation and vocabulary GB/T 29185 Brand valuation technique
GB/T 29186.1 Brand value evaluation Part 1: General IS020671:2019 Brand evaluation principles and foundations 3 Terms and definitions
GB/T [9000. GB3/T29185, IS2067[:20[9 and the following terms and definitions defined shall apply to this document. 3.1
Quality commitment quality commitment
A statement by a brand entity on the degree to which the inherent characteristics of the products or services provided meet the requirements. 3.2
Quality perception
qualityperception
The abstract and subjective evaluation of a product or service made by the customer based on the purpose of use and demand for the product, and on the analysis of relevant information obtained through formal or informal channels in the market. 3.3
conformity assessment
conformity assessment
conformity assessment
confirmation that the specified requirements related to a product, process, system, person or organization are met: Note: The object of conformity assessment includes the specific material, product, installation, process, system, person or organization that is subject to conformity assessment, among which products include services. [GB/T270002006. Definition 2.1]
customer satisfaction
customer satisfaction
the customer's feeling about the degree to which their expectations have been met Note 1: Before the product or service is delivered, the organization may not know the customer's expectations until the customer considers it. In order to achieve a high level of customer satisfaction, it may be necessary to meet some customer expectations that are neither expressed nor usually implied or required to be fulfilled. Note 2: Complaints are the most common way to express low satisfaction, but the absence of complaints does not necessarily mean that the customer is satisfied. Note 3: Even if the specified customer requirements meet the customer's expectations and are met, it does not necessarily ensure that the customer is satisfied. (13/r19000-2016. Regulation 3.9.2
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GB/T 29186.3—2021
4 Basic requirements
When conducting the evaluation of brand value quality factors, it is necessary to follow the general principles and evaluation procedures specified in GB/T291861. When constructing the evaluation index system, analyzing the evaluation data, calculating the evaluation results, and issuing the evaluation report, it is necessary to comply with the corresponding requirements of GB/T29186.1: the personnel implementing the evaluation must have the ability requirements proposed in GB/T29186.1. 5 Evaluation index system
5.1 Overview
The indicators of brand value quality factors are composed of quality commitment, quality management capabilities, and product and service quality. 5.2 Index system composition
The brand value quality index system consists of three parts: quality commitment, quality management capabilities, and product and service quality. The specific index system is shown in Figure 1.
Brand value quality elements
Quality commitment
Jieci frequency spicy sound
Niu plastic instant device
6 Index measurement
Zuiting particle phosphorus harmony
6.1 Quality commitment
Quality management capability
Electroplating rice device
Figure 1 Brand value quality element evaluation index system Quality Hall
Product and service quality
Quality commitment reflects the statement of the brand entity that the products and services provided meet the explicit and implicit requirements of customers, and is the guarantee for the brand to gain customer trust. It can be measured from four levels: product and service quality commitment, production process quality commitment, use/consumption process quality commitment, and experience value commitment: Evaluation indicators are shown in Table 1.-riKaeerkca-
Indicator name
Products and services
Quality commitment
Production process
Quality commitment
User/consumer
Process quality
Experience value
Indicator description
The statement of the brand entity on the degree to which the inherent characteristics of the products
or services provided meet the requirements
The brand entity's statement on the principles involved in the process of product production and service provision |The brand entity makes a commitment to the quality of materials, production processes, equipment, personnel and supply chain. The brand entity makes a commitment to the quality of after-sales services such as reliability, durability, maintenance and repair during the use/consumption process. The brand entity makes a commitment to the quality of products and services beyond the experience value of the quality of use. 6.2 Quality management capabilities Table 1 Quality commitment evaluation indicators Example of indicator measurement GB/T 29186.3—2021
Possible data sources
·Official websites, advertising media, product packaging, relevant international, national, industry, local, group, and enterprise standards implemented by publicly stated brand entities, and the advancement of the standards implemented:
Other publicly released commitments on quality:
Commitments to the supply chain such as raw materials:
Commitments to the process:
Commitments to production equipment and facilities;
Commitments to personnel capabilities:
Commitments on returns and exchanges (including unreasonable returns and exchanges):
Commitments on warranty:
Commitments on product life:
Commitments on safe use, such as environmental protection:
Complaint channels:
Consumer experience beyond the value of use
Quit promises:
|tt||Experience commitment that goes beyond the explicit standards:
Experience commitment of spiritual enjoyment:
Instructions:
·Related international, national, industry, local, group and enterprise standards implemented;
Social responsibility
reports issued by brand entities;
·Trustworthy third-party public service platforms
·Appropriate websites, advertising media, product packaging, instructions;
Social responsibility
reports issued by brand entities themselves:
·Certifications of quality conformity assessment issued by third-party organizations, etc.
·Official websites, advertising media, product packaging, instructions:
·Related survey or research reports issued by third-party organizations, etc.
·Official websites, advertising media, product packaging, instructions:
Social responsibility
reports issued by brand entities themselves:
. Relevant survey or research reports released by third-party organizations:
: The relevant research data and other quality management information conducted by the evaluation body can reflect the foundation of the brand to ensure product quality. It can be measured from five aspects: quality culture, quality strategy, quality management system construction, quality foundation and quality management performance. Evaluation indicators are shown in Tables 2 and 3
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GB/T 29186.3—2021
Indicator name
Indicator description
In the process of meeting customer needs and expectations, the brand entity forms the quality culture of thoughts, concepts, behaviors, and habits about quality recognized by the organization and all members. As well as all behaviors radiated by the quality awareness of this organization
The brand entity plans to carry out quality |tt||Quality strategy has a comprehensive, long-term and fundamental planning
Quality management
System
Quality is the foundation
The top management of the brand entity shall formulate
quality policies and monthly targets, allocate
appropriate||resources, and carry out corresponding
quality management activities
The basic elements and conditions for ensuring
the quality of products and services
According to the quality strategy and Japanese standards. To evaluate
Quality management value brand entity to achieve the planned performance
's progress in terms of quality results
6.3 Product and service quality
Table 2 Quality management capability evaluation indicators
Indicator measurement example
Establishment of quality culture:
Understanding and transmission of quality culture:
Cultivation and promotion of quality culture
Measures;
Formulation of strategic planning;| |tt||Transmission of vision and values;
Implementation and implementation of quality strategy:
Quality management system;
Quality incentive system;
Quality management system construction:
Actual
effectiveness of quality management system operation;
Production facilities and equipment:
Production materials:
Knowledge and skills;
Infrastructure and environment:
Qualification assessment, including types such as certification, testing, inspection, etc., scope, method, number of certification certificates obtained, etc.: Quality-related awards: Unique quality management methods or technical conditions: Sustainable development: Possible digital sources: Description of the brand entity's quality culture-related documents, quality culture understanding, and cultivation; related information obtained by the evaluation subject through investigation and other means: Relevant information publicly released by social media, etc.; Investigation and research materials on the brand entity's quality culture by a credible third-party organization; Description of the brand entity's quality strategy and documents, and the operation of its quality strategy; Related information obtained by the evaluation subject through investigation and other means; Relevant information publicly released by social media, etc.: Relevant information on the brand entity's quality culture by a credible third-party organization Survey and research materials on quality strategy
Brand entity's description of quality management system, system-related documents, implementation of quality management system, and operation of quality management system; Relevant materials provided by credible third-party organizations: Relevant information publicly released by social media, etc. Relevant materials on brand entity's personnel, machinery, materials, methods, and environment:
·Relevant materials provided by credible third-party organizations:·Relevant information publicly released by social media, etc. Description of quality management method technology provided by brand entity, conformity assessment certificate, award-related certification materials, etc.:
Conformity assessment organization, award certificate publication organization's official website:
Relevant materials provided by credible third-party organizations Product and service quality reflects the inherent quality characteristics of the brand being evaluated, such as its compliance with relevant national laws and regulations, relevant standard requirements, and customer needs, and is reflected in four aspects: quality characteristics, quality level, quality perception, and quality experience. The evaluation indicators are shown in Table 3. -rrKaeerKAca-
Indicator description
Products and services comply with the requirements of relevant national laws and regulations, relevant standards and the inherent characteristics of customer demand, such as compliance, feasibility, functionality, safety
Whether the processes, systems, personnel or organizations of products and services meet the relevant regulations
The degree to which customers' expectations of brand quality have been met after use or consumption
Quality experience is a series of perceptions, impressions and reactions of customers to brand quality
7 Result calculation
Table 3 Product and service quality evaluation indicators
Indicator measurement example
GB/T 29186.3—2021
Possible data sources
·Information on quality characteristics provided by brand entities: Conformity:
Functionality:
Reliability;
Safety;
Conformity assessment information·Including award type,
such as certification, testing, inspection, scope,
method and number of certificates, etc.:
Leading or participating in international, national, industry, local, group and enterprise standards
Situation:
Unqualified product quality supervision and random inspections,
Quality safety incidents (deduction items);
Customer satisfaction with quality:
Net recommended value:
Repeat Purchasing relationship:
Customer's perception of quality;
Relationship between customers and brands:
Explanation:
Official website of conformity assessment body;
Institutional information provided by credible third-party institutions:
Company information on quality characteristics of evaluation entities:
Relevant information publicly released on social media, etc. Certificates or relevant certification documents provided by brand entities for conformity assessment, and information on leading or participating in various standards:
Official website of standard information service agencies and conformity assessment bodies:
Quality supervision results released on relevant government websites:
Relevant information provided by credible third-party institutions:||tt ||Relevant information publicly released on social media, etc. ·Information on customer satisfaction surveys provided by brand entities:
Relevant information provided by credible third-party organizations:
Information on quality characteristics conducted by the evaluation subject:
Relevant information publicly released on social media, etc. Information on customer experience management provided by brand entities:
·Relevant information provided by credible first-party organizations
Survey information on quality characteristics conducted by the evaluation subject:
Relevant information publicly released on social media, etc. Quality factor evaluation value (K) batch quality commitment (K) quality management capability (K), product and service quality (K) three-level indicators The evaluation index is calculated according to formula (1):
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GB/T29186.3—2021
Wherein:
Quality factor evaluation value:
The evaluation value of the first-level indicator:
The weight of the influence of the first-level indicator on the quality factor When there are subordinate indicators under the Kth indicator, its evaluation index is calculated according to formula (2): K
Wherein:
K,——the evaluation value of the i-th level indicator; 2K.×W,(-1.2..n)
——the evaluation value of the i-th level indicator under the 1st level indicator; K
The weight of the influence of the i-th level indicator under the 1st level indicator on K,. For examples of brand value quality requirements evaluation indicators, please refer to Appendix A. 6
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