GB/T 39870-2021.Brand valuation-Automobile manufacturing industry.
1 Scope
GB/T 39870 specifies the brand valuation calculation model, calculation indicators and calculation process of automobile manufacturing enterprises or products.
GB/T 39870 is applicable to the brand valuation of automobile manufacturing enterprises registered in China and with complete brand management, R&D, production, sales, after-sales and quality assurance records in China.
2 Normative references
The following documents are indispensable for the application of this document. For any dated referenced document, only the dated version applies to this document. For any undated referenced document, the latest version (including all amendments) applies to this document.
GB/T 29185 Brand value terms
GB/T 29186 Brand value elements
GB/T 29187 Brand evaluation Brand value evaluation requirements
GB/T 29188 Brand evaluation Multi-period excess return method
3 Terms and definitions||
tt||The terms and definitions defined in GB/T 29185, GB/T 29186, GB/T 29187 and GB/T 29188 apply to this document.
5 Brand strength measurement indicators
5.1 Overview
The brand strength measurement indicators of the automobile manufacturing industry include 5 first-level indicators, namely tangible elements (K1), quality elements (K2), innovation elements (K3), service elements (K4) and intangible elements (K5), and 11 second-level indicators. Please refer to Appendix A for the brand strength measurement indicators and their explanations.
5.2 Tangible factors (K1)
Tangible factors can be evaluated from the perspective of market influence. Market influence includes but is not limited to:
Domestic market;
Overseas market;
New energy vehicle market;
Business performance.
5.3 Quality factors (K2)
5.3.1 Quality management
Quality management includes but is not limited to:
Management system;
Management performance.
This standard specifies the brand value evaluation and calculation model, calculation indicators, and calculation process for automobile manufacturing enterprises or products. This standard applies to the brand value evaluation of automobile manufacturing enterprises registered in China and with complete brand management, R&D, production, sales, after-sales and quality assurance records in China.

ICS03.140
A 00
National Standard of the People's Republic of China
GB/T39870—2021
Brand valuationAutomobile manufacturing industry2021-03-09Release
State Administration for Market Regulation
National Standardization Administration
Release
2021-10-01Implementation
GB/T 39870—2021
Foreword
Scope
Normative references
Terms and definitions
Brand value calculation model
Multi-period excess return model
Determination of brand cash flow
4.3 Determination of brand value discount rate
5 Brand strength calculation indicators
Overview
Tangible elements (K)
Quality elements (K)
Innovation requirements (K)
Service elements (K)
Intangible requirements (K.||tt| |Brand price measurement process
Clear value influencing factors
Describe the measured brand
Determine the number of models
Collect the measurement data
Execute the measurement process
6.6 Report the measurement results
Appendix A (Informative Appendix) Automobile Manufacturing Brand Strength Measurement Standards and Instructions References
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This standard was drafted in accordance with the rules given in GB/T1.12009. This standard was proposed by the National Brand Evaluation Standardization Technical Committee (SAC/TC532) and is under the jurisdiction of HGB/T 39870—2021
Drafting of this standard: China Automobile 1 Association, China Brand Construction Promotion Association, Dongying Baofeng Auto Parts Co., Ltd., Anhui Fengyuan Automobile Co., Ltd., Zhejiang Dadongwu Automotive Motor Co., Ltd., China National Institute of Standardization, "China Brand" Magazine The main drafters of this standard: Ye Shengji, Sun Yongshan, Huang Shuda, Lv Anran, Li Buhua, Shang Jiao, Rishi Guo, Yi Hongxiang, Min Liming, Wu Fang, Zhang Chao.
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1 Scope
, Automobile Manufacturing Industry
Brand Value Evaluation
GB/T 39870—2021
This standard specifies the brand value evaluation measurement model and measurement indicators for automobile manufacturing enterprises or products. The measurement process This standard is applicable to the brand value evaluation of automobile manufacturing enterprises registered in China and with complete brand management, R&D, production, sales, after-sales and quality assurance records in China. 2 Normative referenced documents
The following documents are indispensable for the application of this document. For all referenced documents with a date, the version with the date shall apply to this document. For all undated referenced documents, the latest version (including all amendments) shall apply to this document. GB/T 29185
GB/T 29186
GB/T 29187
GB/T 29188
3 Terms and Definitions
Brand Value Terms
Brand Value Elements
Brand Value Evaluation Requirements
Brand Evaluation
Brand Evaluation
Multi-Period Excess Return Method
Terms and definitions defined in GB/T29185, GB/T29186, GB/T29187 and GB/T29188 apply to the following documents: 4 Brand Value Calculation Model
4.1 Multi-Period Excess Return Method Model
The brand value of an enterprise or enterprise group based on the multi-period excess return method is calculated according to formula (1): Fe.||tt| |台(（1+R)+(Rg）'（1+)
Where:
Fnrta
Brand value;
High-growth period, generally 3 to 5 years according to industry characteristics: 1t annual brand cash flow:
T+1 year brand cash flow;
Brand value discount rate;
Perpetual growth rate, which can be the long-term expected inflation rate. Determination of brand cash flow
4.2.1
Brand cash flow
The annual brand cash flow F is calculated according to formula (2): -rrKaeerkAca-
GB/T 39870—2021
Wu Zhong:
Brand cash flow for the current year;
Fh-(PA-IA)×3
Adjusted net profit for the current year, taking into account the impact of non-recurring operating items when applicable; Intangible asset income for the current year:
The proportion coefficient of the brand portion of the intangible asset income of the enterprise-(2)
When predicting brand cash flow during the high-growth period and beyond, the evaluation base year can be used to calculate the brand cash flow for the period from 3 to 5 years before the evaluation base year. The brand cash flow weighted average method is used for forecasting.
4.2.2 Determination of tangible asset income
4.2.2.1
Tangible assets
Tangible assets are assets in the form of specific material products. 4.2.2.2
Tangible asset income
Tangible asset income should be calculated according to formula (3):
Where:
AncT
Tangible asset income;
IA-Acr XBer -AN-XBncT
Total current tangible assets;
Return on investment of current tangible assets:
Total non-current tangible assets:
Return on investment of non-current tangible assets.
4.2.2.3 Return on current tangible assets
（3）
Return on current tangible assets can be calculated by referring to the short-term benchmark lending rate announced by the People's Bank of China, such as the 1-year bank loan benchmark rate.
4.2.2.4 Return on non-current tangible assets
Return on non-current tangible assets can be calculated by referring to the long-term benchmark lending rate announced by the People's Bank of China, such as the 5-year bank loan benchmark rate.
4.3 Determination of brand value discount rate
4.3.1 Brand value discount rate
The brand value discount rate should be calculated according to formula (1): Rz
Wu Zhong:
R——Brand value discount rate:
Z——Industry average return on assets:
——Brand strength coefficient.
4.3.2 Industry average return on assets
The industry average return on assets can be obtained by calculating the average return on assets of listed companies in similar industries, types and sizes, or by statistical surveys and other methods. 4.3.3 Brand strength coefficient
GB/T 39870—2021
The brand strength (K) is obtained by weighting the tangible factors (K), quality factors (K,), innovation factors (K:), service factors (K,) and intangible factors (K). Through a specific conversion method, the brand strength K is reversely converted into the brand strength coefficient &, and its value range is limited to a scientific range, such as 0.6, 2.01. K is calculated according to formula (5):
Wherein:
K Brand strength:
K,—the evaluation value of the ith first-level indicator:
W The influence weight of the ith first-level indicator on brand strength K, *+**(5
If the indicators of tangible factors (K), quality factors (K:), innovation factors (K:), service requirements (K) and intangible requirements (K,) are composed of secondary indicators, they can be calculated using formula (6): K.
Wherein:
K,—the evaluation value of the ith first-level indicator;
The evaluation value of the ith second-level indicator under the ith first-level indicator: The influence weight of the ith second-level indicator on the first-level indicator: 5
Brand strength measurement indicators
5.1 Overview
+++( 6
The brand strength calculation indicators of the automobile manufacturing industry include tangible factors (K1), quality factors (K2), innovation factors (K3), service factors (K4), intangible factors (K5) and 11 secondary indicators. For the brand strength calculation indicators and instructions, please refer to Appendix A. 5.2 Tangible factors (K6)
Tangible factors can be evaluated from the perspective of market influence, which includes but is not limited to: domestic market;
Overseas market:
New energy vehicle market:
Operation status.
5.3 Quality elements (K2)
5.3.1
Quality management
Quality management includes but is not limited to:
Management system;
Management performance.
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GB/T39870—2021
5.3.2
Quality level
Quality level includes but is not limited to:
Product quality;
Product quality supervision:
Enterprise energy conservation and environmental protection:
Enterprise safety,
3 Quality reputation
5.3.3
Quality credit includes but is not limited to:
Quality credit:
Quality honor.
5.4 Innovation Factors (K,)
5.4.1
Innovation Achievements
Innovation achievements include but are not limited to:
New model sales;
Innovation achievements;
Patent achievements;
Science and technology awards;
Standards and topics
Line innovation capabilitiesWww.bzxZ.net
5.4.2
Innovation capabilities include but are not limited to:
Innovation system:
R&D investment:
R&D personnel.
Service Factors (K,)
5.5.1
Service Level
Service level includes but is not limited to:
Customer satisfaction;
Dealer satisfaction:
Supplier satisfaction.
Service capability
5.5.2
Service capability includes but is not limited to,
Service realization:
Service guarantee;
Quality problem management mechanism.
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Intangible elements (Ks)
5.6.1
Brand influence
Brand influence includes but is not limited to:
Brand history:
Brand promotion:
Brand honor:
Brand loyalty;
Brand awareness;
Brand culture:
Brand building system:
Brand assets
5.6.2Social responsibility
Social contribution responsibility includes but is not limited to! ;
Management mechanism;
Public responsibility;
Employee care;
Social activities.
5.6.3
Compliance operation
Compliance operation includes but is not limited to corporate compliance. 6 Brand value calculation process
6.1 Clear value influencing factors
GB/T39870—2021
The tangible, quality, innovation, service and intangible elements of the enterprise, especially the impact of non-financial factors such as quality and innovation on brand value, should be comprehensively considered.
6.2 Describe and measure the brand
Before measurement, the brand to be evaluated should be identified, defined and described, including its product range, value range, etc. 6.3
Determine model parameters
According to relevant national policies and regulations and current market economic conditions, determine: evaluation year and evaluation cycle;
Cash flow forecasting method;
Perpetual growth rate within the evaluation cycle, industry average return on assets, proportion coefficient of intangible asset income attributable to the brand part and other model parameters;
The weights of evaluation indicators at all levels, etc.
6.4 Collect measurement data
According to the principles of truthfulness, accuracy and objectivity, collect corporate financial and other information as input for corporate or third-party evaluation. -rrKaeerkca-
GB/T 39870—2021
Execution of the calculation process
The calculation process includes:
Based on the financial information of the enterprise, calculate the brand cash income (F ratio) in each evaluation period and predict the brand cash flow in each future period;
Use appropriate methods to summarize the price index at all levels and calculate the brand strength coefficient: Input the above information into the evaluation model to calculate the value of the measured brand. Report the calculation results
According to the evaluation date, choose an appropriate form to report the calculation results,-rrKaeerkca-
Appendix A
(Informative Appendix)
Indicators and instructions for brand strength calculation in the automobile manufacturing industry The scoring table and scoring method for the brand strength calculation indicators in the automobile manufacturing industry are shown in Table A,1. Table A.1 Scoring table and scoring method for brand strength calculation indicators in automobile manufacturing industry Level indicators Scoring background Secondary indicators and scores Tangible factors Market influence (120) (123) Third-level indicators Share trust Domestic market (10) Overseas market (30) New energy vehicle market (20) Indicator description Domestic sales of enterprises Overseas sales of enterprises Evaluation principles GB/T 39870—2021
Evaluation method
Evaluation ranking of corporate brand sales in the domestic market within the evaluation year:
a) Ranked in the top 0% in the industry, get 30-40 points: 1) Ranked in 10%-30% in the industry, get 20-30 points: e) Ranked in 30%-50% in the industry, get 10-20 points. Note: The sales ranking of enterprise brands and the number of enterprises in the industry are calculated by combining the industry authority evaluation and the data of the relevant institutions. The sales ranking of enterprise brands in overseas markets within the evaluation range of passenger cars, trucks and buses is evaluated separately: a) Top 20% in the industry, 20-30 points; 5) 20%-50% in the industry, 10-20 points; c) After 50% in the industry, 10-20 points. 0 points (investigation method of industry organizations and comprehensive statistics of experts) Note: The ranking of enterprise brand sales is based on the evaluation of industry authority third-party organizations. Enterprises choose to participate in the evaluation and calculation of passenger cars, trucks, buses, and new energy vehicles. The evaluation is based on the sales volume of new energy vehicles during the evaluation period: a) The top 20 in the industry, 20 points: new energy vehicles 5) In the industry, 20%~50%, 10~20 points: sales volume status c) In the industry, below 50%.Note: Data from authoritative third-party institutions in the industry are used to calculate the scores of passenger cars, trucks and buses separately. Based on the sales revenue, profit, tax payment, total assets and other indicators of the company in the past three months, the company's business operations are comprehensively evaluated. (30) Combined with the comprehensive evaluation of experts, GB/T39870-2021 first-level indicators and scores, quality requirements (280) Secondary indicators and scores t||Top management
(90)
Quality level
Item reputation
(80)
Three-level bidding
and score
Management system
(60)
Management continuity
(30)
Product quality
(50)
Product quality
Blue supervision
(20)
Enterprise energy saving
and environmental protection
(20)
Enterprise safety
(20)
Quality credit
(20)
Indicator description
Enterprise management system
Certification status
Enterprise quality
Management Operation and progress results
Main business
Products|||Main technologies
Quality
Regular
Supervision and spot check
Product energy conservation
and environmental protection management
Control and improvement
Enterprise safety
Enterprise quality
Information level
Table A, 1 (Primary)
Evaluation principles
1) Pass IATF/TS1694 certification, get 30 points (only pass the quality management system IS09501 certification, get 10 points): 1) Pass the environmental management system TS(140:1 certification, get 10 points: Evaluation
If the enterprise passes the occupational health and safety management system OH3AS18001 certification, it will get 16 points;
If the enterprise passes other management system certifications, it will get 5 points for each item: the maximum cumulative score
can be accumulated, and the total score shall not exceed 60 points
Based on the establishment, operation and improvement of the enterprise's quality system (including product research and development, product production and supplier management, marketing service informationization, enterprise application for professional quality management talent team construction, quality monitoring and improvement mechanism, etc.), a comprehensive evaluation will be conducted.
Based on the main technical indicators (energy saving, environmental protection, safety, etc.) of the company's main brand products, a comprehensive evaluation will be conducted:
a) ranked among the best in the industry, with 50 points; b) was at the average level in the industry, with 30 points: Relatively backward in the industry, get IC: points Adopt the method of industry organization coordination and expert comprehensive evaluation combined with the enterprise's report on the quality of the company's external product quality supervision and inspection in the past three days, and the product spot check is qualified. If the product is unqualified, the maximum score is 20 points. Combined with the inspection of industry organizations in the past three years, the comprehensive evaluation of the company's output value, energy consumption, water consumption, pollution discharge and the company's special call in the company's report, etc. In the past three years, the company has no safety production guarantee. Occupational disease prevention and control, the company's special report, etc., get 20 points. If any, the situation will be deducted from the 20 points, with the lowest score being 0. Refer to GB/T23701-2099 scoring: a) Grade A gets 23 points; b) Grade R gets 10 points; e) Grade C gets 5 points; 0 for Grade A. -rrKaeerKAca-
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