Some standard content:
ICS03.140
A 00
National Standard of the People's Republic of China
GB/T39911—2021
Brand valuationTelecommunications industry2021-03-09Released
State Administration for Market Regulation
National Standardization Administration
Released
2021-10-01Implementation
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Foreword
Scope
Normative referenced documents
Terms and definitions
Multi-period excess return method
Brand strength evaluation index system
6 Brand value evaluation process
Brand value evaluation result report
Appendix A (informative appendix)
References
Brand strength evaluation index system and weight description for telecommunications industry-rKaeerKa-
GB/T 39911—2021
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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 Technical Committee for Standardization of Brand Evaluation (SAC/TC532) and is under the jurisdiction of H. GB/T39911—2021
The drafters of this standard are: Shenzhen Institute of Standards and Technology, China Brand Construction Association, China National Institute of Standardization, China Aviation Comprehensive Technology Research Institute, Shenzhen Brand Construction Promotion Center, Shanghai Institute of Quality and Standardization, China University of Metrology. The main drafters of this standard are: Zhou Peng, Jia Yanli, Yang Zhihua, Lv Anran, Kang Jian, Wu Fang, Zhao Yunlong, Wang Lili, Meng Peng, Jia Jia, Le Wei, Zhu Qianqian, Tan Yun, Sun Yingying, Wu Ping. -rKaeerkca-
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1 Scope
Brand value evaluation
Telecommunications industry
GB/T 39911—2021
This standard specifies the requirements for the brand value evaluation method, brand strength evaluation index system, brand value evaluation process and result report of the telecommunications industry.
This standard applies to the brand value evaluation of telecommunications enterprises or enterprise groups (hereinafter referred to as enterprises). Note: Telecommunications enterprises are enterprises that provide or engage in various types of telecommunications services defined in the Telecommunications Business Classification Catalog of the Ministry of Industry and Information Technology (2015 Edition). 2 Normative Reference Documents
The following documents are essential for the application of this document. For all referenced documents, only the versions with the noted date are applicable to this document. For any undated referenced documents, the latest version (including all amendments) shall apply to this document, Brand value, Terminology
GB/29185
: Brand value elements
GB/T 29186
GB/T 29187
Brand evaluation: Brand value evaluation requirements (GB/T29187-2012, IS(）10668:2010.IDT) Brand evaluation multi-period excess return method
GB/T 29188
3 Terms and definitions
The terms and definitions defined in GB/T29185, GB/T29186, GB/T29187 and GB/T29188 apply to this document. 4 Multi-period excess return method
4.1 Method overview
Multi-period excess return method is a method to measure brand value by calculating the cash flow remaining after deducting all other asset returns required for the operation of the brand being evaluated. When using this method, the brand being evaluated should meet the following conditions (including but not limited to): continuous profit during the evaluation period;
The evaluation period is in a stable growth period.
4.2 Evaluation model
The evaluation model and method of the multi-period excess return method can be found in GB/T29188. 4.3 Brand strength coefficient calculation formula
Evaluators can obtain brand strength (K) by weighting the five first-level indicators of tangible factors (K), intangible factors (K,), quality factors (K.), service factors (K.) and innovation factors (K,) according to the characteristics of my country's telecommunications industry and the actual market situation. Through a specific conversion method, the brand strength (K) is converted into a brand strength coefficient, and its value range is limited to a scientific range. K is calculated according to formula (1): 2k.xW
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GB/T 39911—2021
Wherein:
KBrand strength:
K,—the,th level indicator evaluation value:
The influence weight of the,th level indicator on brand strength KWhen tangible factors (K), special factors (K:), quality factors (K.), service factors (K,), and innovation factors (K,) are composed of secondary indicators, then formula (2) is used for calculation:
K.-weXK
Wherein:
The evaluation value of the,th level indicator:
The influence weight of the,th level indicator on the,th level indicator: The evaluation value of the,th level indicator under the,th level indicator, 5 Brand strength evaluation index system||tt| |5.1 Overview
·(2)
The evaluation index system of brand strength in the telecommunications industry adopts a hierarchical form, in which the first and second level indicators are tangible factors (K,), intangible factors (K,), quality factors (K,), service factors (K,), and innovation factors (K:). The following are divided into first-level and third-level indicators. For specific evaluation indicators and explanations, please refer to Appendix A.
5.2 Tangible factors (K,)
The tangible factors can be evaluated from the following aspects (including but not limited to): First, market performance, which mainly examines the level of telecommunications enterprises in terms of market size, industry ranking, market popularity, etc.; Financial performance, which mainly examines the profitability, capital structure, operating capacity and development of telecommunications enterprises. =Related resources, mainly examine the quantity and effectiveness of supporting facilities and equipment for network construction, the number and stability of employees, the level of social relationship resources related to telecommunications business and other tangible resources (such as land resources, building resources, etc.) owned by telecommunications enterprises 5.3 Intangible factors K,)
Intangible factors can be evaluated from the following aspects (including but not limited to D): Brand building environment, mainly examine the internal environment such as system documents, organizational structure, employee recognition, brand image management and education and the external support obtained in the process of brand building; Intellectual property rights, mainly examine the patents, works/software copyrights, and well-known domestic and foreign trademarks (such as Madrid) in the field of telecommunications; First, brand culture, which mainly examines the brand creation time and cultural connotation of telecommunications companies, brand strategy planning and differentiated characteristic advantage positioning, brand loyalty, brand beauty, such as the SMART Award, iNovaAwards Gold Award and the second-class level of the International ARC Award;
Social responsibility, which mainly examines the level of telecommunications companies in social responsibility fulfillment and report release, integrity system construction and compliance operation, as well as ecological environmental protection (such as green network construction, energy conservation and emission reduction of communication industry, and sharing of communication infrastructure). 5.4 Quality factors (K,)
Quality factors can be evaluated from the following aspects (including but not limited to D): rKaeerkAca-
GB/T39911—2021
1 Quality commitment, mainly inspecting the standards and information disclosure of the objective quality of the telecommunications products and services provided by the enterprise (such as performance standards, tariff standards, service time limit), and the use quality commitment (such as network security, communication reliability, stability, durability, network maintenance and repair);
Quality management, mainly inspecting the enterprise's investment in telecommunications service quality assurance (advanced telecommunications service software and equipment, personnel qualifications and professionalism, etc.), quality management system construction and certification (such as TI9000 certification), the adoption of excellent performance management methods and telecommunications service performance improvement;
Quality perception, mainly inspecting the smoothness (such as connection rate, transmission delay, etc.) and stability (such as connection interruption rate and signal congestion rate) of the telecommunications services provided by the enterprise.The focus of this study is on the level of telecommunications companies in terms of telecommunications business authorization and authentication, privacy protection (such as account passwords, private information), vulnerability security prevention and control (such as telecommunications fraud monitoring and prompts, virus detection and elimination, spam interception, etc.); the focus of this study is on the ability and level of telecommunications companies in conducting quality assessments and providing users with satisfactory and beyond-expectation experiences.
5.5 Service Elements (K,)
Service elements can be evaluated from the following aspects (including but not limited to): Service design capability: mainly inspect the enterprise's level in the design and improvement of the telecommunications service system (service system, service specifications, service standard implementation, etc.), the establishment, development and operation of service channels (direct channels, indirect channels, electronic channels); Service process realization, mainly inspect the compliance and advancement of the facilities and equipment required by the enterprise in the process of providing telecommunications products/services, the attitude, efficiency and professionalism of service personnel, and the ability and level of innovation in service models and concepts; Service result performance, mainly inspect the satisfaction evaluation of telecommunications users and related partners on the convenience of obtaining telecommunications services provided by the enterprise, service efficiency, service compliance rate, complaint handling rate, etc., as well as the level of enterprise service improvement and enhancement measures and effects.
5.6 Innovation Elements (Ks)
Innovation elements can be evaluated from the following aspects (including but not limited to): Innovation management capability, mainly inspect the management level of telecommunications service providers in innovation strategy management, innovation mechanism management and global innovation resource integration;
Innovation and development capability. Mainly inspect the investment and proportion of telecommunication business providers in innovative R&D and design of telecommunication products/services (telecommunication base station construction, software development, high-tech talent training, etc.), innovation speed (such as the number of new telecommunication products/services developed, growth rate and market promotion and application), innovation benefits (profit margin of new products/services), etc.: Marketing support capability. Mainly inspect the market research capability of Shanxin enterprises in Shanxin product/service marketing (such as the proportion of research funds. Market demand response speed, advanced technology layout), market development capability (such as The level of new product/service market share, new product service sales revenue (percentage of total sales revenue in the current year) and channel control capabilities (such as channel diversity, channel expansion speed, channel coverage, channel marketing performance). 6 Brand value evaluation process
6.1 Identify the purpose of evaluation
Determine the evaluation month based on the intended use of the measurement, the user of the results, the characteristics of the brand being measured, etc. The evaluation month will affect the evaluation process, the measurement accuracy and the form of the result report: 3
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GB/T 39911—2021
Clear value influencing factors
The brand value calculated by this standard is based on the financial factors of the enterprise, and comprehensively considers the influencing factors of various aspects such as the tangible elements, intangible elements, quality elements, service elements and innovation elements of the enterprise. 6.3 Describe the measured brand
Before the measurement, the brand to be evaluated should be identified, defined and described, including its product scope, value type, etc. 6.4 Determine the model parameters
According to the relevant national policies and regulations and the current market economic situation, determine: the evaluation year and evaluation cycle;
The proportion coefficient of the brand part of the brand revenue; the weight of the evaluation indicators at all levels, etc.
Collect and calculate data
Follow the principles of truthfulness, accuracy and objectivity: Collect corporate financial and other information as input for corporate or third-party evaluation. 6.6 Execute the measurement process
The measurement process includes:
Based on the corporate financial information, calculate the corporate brand revenue within the evaluation period and predict the brand cash flow in future periods; Use appropriate methods to summarize the evaluation indicators 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. 7 Brand value evaluation result report
Based on the evaluation date, choose an appropriate form to report the measurement results (such as corporate self-inspection, industry release, industry and government joint release, third-party evaluation agency release, etc.). The evaluation report shall clearly state the following contents: the qualifications, position and identity of the evaluator; the evaluation date and basis; the definition of the evaluated brand; the report users and readers; the main evaluation aspects and specific evaluation indicators; the evaluation methods adopted; the evaluation base date and the evaluation report date; the source of the evaluation data and information; the evaluation conclusion; and the usage restrictions.
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Appendix A
(Informative Appendix)
Telecommunications Industry Brand Strength Evaluation Index System and Weight Description Telecommunications Industry Brand Strength Evaluation Index System and Weight Description See Table A.1, Table A.1 Telecommunications Industry Brand Strength Evaluation Index System and Weight Description Primary Index and
Score
Tangible Factors
(200)
Secondary Index and
Score
Market Appearance
(60)
Financial Statement MeasurementbzxZ.net
(100)
Related Porcelain Sources| |tt||(40)
Third-level indicators and scores
Industry status (20)
Market size (20)
Market visibility (20)
Profitability (30)
Capital structure (20)
Operational capacity (30)
Seismic capacity (20)
Facilities and equipment resources
(10)
Human resources (10)
Social aesthetic resources
(10)
Other resources (10)
Evaluation factors and contents
GB/T 39911—2021
The proportion of the number of online users in the industry in that year to the total number of online users in the industry and the ranking information can be referred to the existing authority rankings
The number of domestic and foreign users of telecommunications services provided by enterprises in recent years, the proportion and coverage! The tower length situation reflects the market awareness and coverage of CITIC business brands, which can be evaluated through user market surveys, professional agency evaluations, etc. The number of consecutive profitable years and industry comparisons Net asset yield (initial profit/average owner's equity), changes in the company for three consecutive years and industry comparisons
Total asset yield (initial profit/total assets), changes in the company for three consecutive years and industry comparisons
Total asset debt ratio (total liabilities/average total assets): changes in the company for three consecutive years and industry comparisons
Total assets weekly Conversion rate (net operating income/average total assets), changes in the company for three consecutive years and industry comparison
Current asset conversion rate (main business income/average total current assets), changes in the company for three consecutive years and industry comparison
Revenue growth rate, changes in the company for three consecutive years and industry comparison Capital expansion rate (shareholder equity growth in the current year/shareholder equity at the beginning of the year), changes in the company for three consecutive years and industry comparison
Fixed and mobile information service supporting equipment (such as 3G/4G/5 (base stations.The number, rationality, effectiveness and advancement of wireless carriers, transmission lines, etc., and the number, qualifications, stability, etc. of employees of telecommunication businesses, and the ownership of resources of relevant partners, governments, telecommunication industry associations, etc. of enterprises engaged in CITIC business.
Other tangible resources related to telecommunication business (such as land resources, building resources, etc.)
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GB/T39911—2021
First-level indicator
Score
Elementary tangible elements
(200)
First-level indicator
Score
Brand building
Environment (30)
Intellectual property rights
(80)
Brand culture
(GC)
Social responsibilities
(30)
Secondary indicator Standards and scores
Internal support (15)
External support (15)
Intellectual property rights
(10)
Intellectual property protection
(40)
Brand history (15)
Brand strategy (10)
Brand loyalty
(15)
Brand reputation
(20)
Social responsibility Fulfillment
(10)
Integrity system construction
(10)
Ecological environment protection
(10)
Table A.1 (continued)
Evaluation factors and content
Institutional documents for telecommunication brand building within the enterprise, organizational personnel setup, brand recognition and support from employees, etc.
Enterprise management of telecommunication brand image, growth rate of investment expenditure, etc. Support The support that enterprises receive from private, supply and marketing related parties, society and policies for brand building
Combined with the number of telecommunications industry patents (invention, invention, design) owned by the enterprise and the comparison with the industry
The number of works/software copyrights owned by the enterprise and the comparison with the industry The number of domestic and foreign trademarks (such as Madrid trademarks, etc.) and the comparison with the industry The proportion of patent income per unit of operating income The enterprise's intellectual property protection system for brands, trademarks, patents, and licenses in the telecommunications field and the implementation of the system and measures to protect the rights and interests of trademarks, patent infringements, etc. in the telecommunications field
The time when the enterprise was founded The registration time of telecommunications brands (trademarks), the history and culture of telecommunications inherited by the brand, etc.
The rationality, foresight, globalization and implementation of brand strategy planning in the telecommunications business Brand positioning, and the positioning and image positioning of telecommunications products/services compared with other competing brands , differentiation and distinctive advantages in terms of customer positioning; the number of cooperation partners and the proportion of the total number of cooperation partners; the number of users who have renewed their contracts for more than 5 times and the proportion of the total number of users; the brand reputation titles, logos and certificates won by telecom business-related products and services, such as the SMARI Award, the iNovaAwards Gold Award, the International ARC Award, etc.; the implementation of telecom enterprises' responsibilities to the country, shareholders, customers, employees, suppliers, peers, social welfare and other stakeholders, and the release of social responsibility reports; the legal, compliance and honest management level of enterprises in the construction of internal control, government supervision, anti-corruption and comprehensive risk management of telecom business, as well as self-marketing and disclosure; the construction of green network and operation of the industry, the reduction of network operation energy consumption, the prevention and control of problems such as ground protection, equipment pollution, and construction impact electromagnetic radiation in the construction of communication projects, and the promotion of the joint construction and sharing of communication infrastructure such as base stations, pipelines, and pole lines.
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