Some standard content:
ICS 03.140
CCS A 00
National Standard of the People's Republic of China
GB/T 29186.6—2021
Evaluation of brand value elements-Part 6:Intangible elements
Evaluation of brand value elements-Part 6:Intangible 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
Examples of evaluation indicators for intangible elements of brand value Appendix A (Informative Appendix)
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GB/T 29186.6—2021
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GB/T29186 "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 Elements:
Part 5: Service Requirements:
Part 6: Meta-tangible Elements
This part is Part 6 of GB/T29186
This part is drafted according to the rules given in GB/T1.1-2009. This part is proposed and managed by the National Technical Committee for Standardization of Brand Evaluation (SAC/T532). GB/T 29186.6—2021bzxZ.net
Drafting units of this part: China Asset Appraisal Association, China Brand Building Promotion Association, Zhonglian Asset Appraisal Group Co., Ltd., Zhonghe Asset Appraisal Co., Ltd., Zhongtongcheng Asset Appraisal Co., Ltd., Liancheng Asset Appraisal Co., Ltd., Wood Main drafters: Zhang Shihua, Han Liying, Hu Zhi, Chen Minghai, Kou Anran, Du Eryu, Ding Yue, Han Yan, Hong Fangyuan, Li Yeqiang, Jing, Lv Chouyang, Chen Meichi, Zhu Che, Zhang Shufan, Liu Wutang, Han Qiqi, Yue Huaguang, Sun Jianbo-rrKaeerKAca-
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1 Scope
GB/T 29186.6—2021
Evaluation of brand value elements
Part 6: Intangible elements
3/T29186 This part specifies the basic requirements, evaluation index system, index measurement, result calculation, etc. for the evaluation of intangible elements of brand value:
This part is applicable to all types of entities carrying out brand value element evaluation, brand evaluation and brand management activities. 2 Normative references
The following documents are indispensable for the application of this document. For all references with annotated period II, only the version with annotated period II is applicable to this document. For any undated referenced documents, the latest version (including all amendments) shall apply to this document GB/T29185 Brand Value Terminology
[3/T291861 Brand Value Element Evaluation: Part]: General GB/T29187 Brand Evaluation Brand Value Evaluation Requirements (GB/T29187—2012 ISO10668:2010.IDT) IS020671:2019 Brand Evaluation Principles and Lundamentals 3 Terms and Definitions
GB/T29185, GB/T29186.1, GB/T29187, ISO20671:2019 and the following terms and definitions shall apply to this document.
Intangible elements
Resources in terms of knowledge, strategy, culture, etc. owned by an entity. Note 1: Not recognizable in physical form. Note 2: The positioning, image, uniqueness and influence of the brand. Note 3: It refers to the brand recognition at the conscious level of market participants such as brand entities, customers and other stakeholders, the business environment activities and resources that affect brand practice, and continue to play a role in the creation, cultivation and maintenance of brand building. 4 Basic requirements
When evaluating the intangible elements of brand value, it shall be carried out in accordance with the general principles and evaluation procedures specified in GB/T29186.1. When constructing the evaluation index system, obtaining evaluation data, calculating the evaluation results and issuing the evaluation report, it shall comply with the corresponding requirements of GB/T29186.1. The personnel implementing the evaluation shall have the ability requirements set forth in GB/T29186.1. 5 Evaluation index system
5.1 Overview
When evaluating the intangible elements of brand value, it can be carried out from three aspects: brand culture, brand influence and brand management. 1
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GB/T 29186.6—2021
5.2 Index system composition
The evaluation index system of intangible elements of brand value is shown in Figure 1. Intangible elements of brand value
Evaluation index
Brand culture
6 Index measurement
6.1 Brand culture
Social responsibility
Brand awareness
Brand influence
Brand reputation
Brand reputation
Brand value intangible elements evaluation index system Figure 1
#Social protection
Brand culture can be evaluated from the aspects of brand vision, cultural identity, and social responsibility. The evaluation indexes are shown in Table 1. Table 1 Brand culture evaluation index
Indicator name
Brand Landscape Cultural Identity Social Responsibility Index Description The brand entity is the ultimate goal set for the brand. It reflects the overall meaning, goals and values of the brand. It can be evaluated from aspects such as brand slogan, brand concept and code of conduct. Cultural identity reflects the degree of acceptance and affirmation of the brand by customers and other stakeholders in different regions, religions, cultures and ethnic groups. It can be evaluated from aspects such as the degree of acceptance and endorsement of the values evoked by customers and other stakeholders. ||It can be evaluated from the following aspects: social welfare, charity and welfare activities: environmental protection: labor relations, health and safety, privacy of customers and other stakeholders, etc.
Maintaining relationships that are conducive to green development
Indicator attributes
Qualitative indicators
Qualitative indicators
Qualitative indicators
Indicator measurement example
Based on the recognition and practice of the brand vision by the brand founders, brand trainers, brand users and other stakeholders combined with their performance in the industry, they are divided into excellent, good, average and poor grades. Different scores are given
The perfume brand crosses the earth's prestige According to the number of cases, culture, and nationality, combined with the performance in the industry, different scores are given according to the excellent, good, average, and poor grades. According to the performance of social responsibility in the industry: different scores are given according to the excellent, good, and poor grades. Data source: management interviews, market research, questionnaires, etc. Sales data, market research, questionnaires, etc. Management interviews, social responsibility reports issued by brand entities themselves. 6.2 Brand influence GB/T 29186.6—2021
Brand influence can be evaluated from the aspects of brand awareness, brand reputation, brand loyalty and brand history. The evaluation indicators are shown in Table 2. Table 2 Brand influence evaluation indicators
Indicator name
Brand awareness
Indicator description
Customers and other stakeholders
Are the degree of awareness of a certain brand. It can be evaluated from the level of customers' and other stakeholders' cognition of the brand. The degree of preference, trust and recognition of customers and other stakeholders for a specific brand. Brand reputation: It can be evaluated from the communication of the brand's sense of value among customers and other stakeholders. In customer purchase decisions, customers repeatedly show a biased behavioral response towards a certain brand, which is manifested in the brand loyalty, brand history, the time, energy, money invested in the brand, and other expenses beyond the minimum required to purchase the brand. It can be evaluated from the brand preference of willing customers in repeated purchase behavior. It can be evaluated from the brand formation period, brand effective use history, brand classic stories, etc. 6.3 Brand management Indicator attributes Qualitative/quantitative indicators Qualitative/quantitative indicators Indicator measurement example According to the lowest level of brand recognition, the middle level - brand recall, the highest level - first mention awareness, refer to the global ,
National and regional popularity, combined with the performance in the industry. According to excellent, good, general, and poor grades, different scores are given: or the measurement method in the consumer perception measurement guide is used. According to the respondents' evaluation of the brand, combined with the performance in the industry, it is divided into excellent, good, general, and poor grades, and different scores are given; or the measurement method in the consumer perception measurement guide is used. According to the purchase habits of non-branded Huicheng buyers, Different scores can be given according to the qualitative/quantitative indicators: high, relatively high, a bit, relatively good, and relatively poor, based on the performance in the industry; or the measurement in the consumer perception test guide can be used to investigate whether the brand has been formed for a long time, the length of the brand's effective use history, the degree of brand circulation, etc., and the qualitative indicators can be used to classify the brand according to the grades of excellent, relatively good, average, and relatively poor, and give different scores. Different
Scores
Data sources
Market research, questionnaires of customers and
other stakeholders
Market research, questionnaires of customers and
other stakeholders
Training, etc.
Market research, questionnaires of customers and
other stakeholders
Survey, etc.
Market research, interviews with management, questionnaires of customers and other
stakeholders, etc.
Brand development is evaluated from the aspects of development potential, internal governance, social protection and crisis management capabilities. Evaluation indicators are shown in Table 3. 3
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GB/T 29186.6—2021
Indicator name
Indicator description
Table 3 Brand management evaluation indicators
Indicator attributes
It can be evaluated from four aspects: brand strategy planning, brand development speed, brand development stage, and brand radiation range.
Brand strategy planning: the matching degree of brand strategy planning with the macro environment, industry environment, and brand entity capabilities
Brand development speed: the development speed of the brand's corresponding products or businesses
Development potential
Internal governance
Social protection
Brand development stage: what stage of the brand's life cycle is it in? The stage of the industry life cycle and Whether the benchmark brand in the industry is in the right stage, brand radiation range: the influence of the brand in a certain area, the breadth of the sales coverage, the economic value of sales coverage: the ability of the product to be recognized and accepted by customers of different regions, religions, cultures and other stakeholders. This can be seen from the brand management system within the brand entity, the brand entity's Institutional setup, internal culture construction of brand entities, brand image management, etc. can be evaluated from the following aspects: Brand protection laws and regulations, policy environment: brand supply chain cooperation consensus and protection awareness: social awareness of brand protection, consumption habits, brand protection laws and regulations, policy environment: brand entity to which the legal supervision |tt|| The legal and regulatory arrangements of the regulatory authorities for brand protection, the relevant policies of the local government or the country or industry self-regulatory organizations on the industry and brands to which the brand entity belongs, and the government's financial and tax support,
The cooperation and protection awareness of the brand supply chain: the cooperation consensus and protection awareness of the brand entity's suppliers, sales customers or consumers on the brand entity's brands,
||Society's awareness of brand protection and expansion, consumption habits: Brand's main favorite areas, society's awareness of brand protection, social credit, consumption habits, qualitative indicators, qualitative indicators, qualitative indicators, qualitative indicators, indicator measurement examples, based on brand strategic planning, industry development speed, brand current development stage, brand expected development speed, brand tt||Market coverage and scope of influence, combined with the performance of
in the industry, according to excellent, relatively
good, general, poor grades, give different scores
Score the duration, strength and completeness of internal governance, combined with the performance of
in the industry: according to excellent, relatively
good, general, poor grades, give different scores
The duration of external support and protection applicable to the brand
, protection strength, and completeness are scored to show Shaohe's performance in the industry. Different scores are given according to excellent, good, general, and differential grades. -rrKaeerkca- Data sources: financial statement analysis, management interviews, market research, Q&A surveys, annual reports/sustainable development reports, etc., management interviews, etc. |Market research, management interview
Indicator name
Crisis management
Indicator description
The ability of the crisis handling mechanism or department to handle the brand crisis profitably, and the response of the brand to the black swan event are evaluated
7 Result calculation
Table 3 (continued)
Indicator attributes
Indicator measurement example
GB/T 29186.6—2021
Data source
According to the establishment time of the crisis handling mechanism, handling speed, and stop-loss contribution. Combined with the performance in the industry, the brand is divided into excellent, good, average, and poor grades and given different scores. Market research, management interviews
The evaluation value of intangible factors (K) is calculated according to the brand culture (K), brand influence (K), and brand management (K) first-level indicators and their weights according to formula (1):
In the formula:
Evaluation value of intangible factors;
Evaluation value of the first-level indicator;
W: The weight of the influence of the first-level indicator on the intangible factor. When the K, indicator has a lower-level indicator, its evaluation value is calculated using formula (2): K,=
The first-level indicator evaluation value:
Z, XWy(j -1.2,...m)
Evaluation value of the th second-level indicator under the ith first-level indicator: the influence weight of the th second-level indicator under the ith first-level indicator on K. For an example of intangible factor evaluation indicators for crystal price valuation, see Appendix A: -rKaeerKa-
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Appendix A
(Informative Appendix)
Examples of evaluation indicators of intangible elements of brand value Table A1 gives examples of evaluation indicators of intangible elements of brand value valuation. Each indicator set can be analyzed using its specific indicators. Evaluators should select applicable indicators at all levels based on the industry in which the brand entity is located and its specific situation, and reasonably allocate weights among indicators of the same level according to their importance. Table A.1
Examples of evaluation indicators
Level indicators
and weights
(40%)
Level indicators
and weights
Brand vision
(40%)
Recognition
(30%)
Awareness
(25)
Indicator content
Brand reality is the ultimate goal determined for the brand. It reflects the significance, slogan and values of the brand. It can be evaluated from the aspects of brand slogan, brand concept and code of conduct. Cultural identity reflects the degree of acceptance and affirmation of the brand by customers and other stakeholders in different regions, religions, cultures and nationalities inside and outside the brand. It can be evaluated from aspects such as the acceptance and recognition of the values reflected by the brand by customers and other stakeholders. It can be evaluated from the following aspects: social welfare, charity and welfare activities; environmental protection; labor relations, health and safety, privacy of customers and other stakeholders, and other relationships that are conducive to "green development"; the degree to which customers and other stakeholders are aware of specific brands.
Can evaluate the brand's cognitive level from customers and other stakeholders
Qualitative/
Evidence source
Management interviews, market surveys, questionnaire surveys
Sales data, market surveys, questionnaire surveys
Management interviews, brand The social responsibility report published by the entity itself, market research, customer and other stakeholders' surveys, etc. The scoring criteria are based on the recognition and implementation of the brand vision by brand founders, brand owners, brand influencers and other stakeholders, and their performance in the industry. ||Generally, different grades are given to children
Xie checked the brand's cross-regional, religious, cultural, and national conditions, combined with its performance in the industry, and gave children different scores according to the grades of excellent, good, average, and poor.
According to the performance of the brand in the industry, excellent, good, average, and poor grades are given, and different scores are given. For the same score, according to the lowest level of brand recognition, the middle level - brand recall, the highest level - first mention awareness, refer to the global, national and regional awareness, combined with the performance in the industry, and divide into good, average and poor grades, and give different scores: or use the measurement method in the consumer perception measurement guide
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