GB/T 29186.1-2021Evaluation of brand value elements - Part 1: General principles (English PDF)

3.1 Brand

5.1 Composition of the evaluation index system

The basic elements that constitute the foundation of brand value include five categories: tangible, quality, innovation, service, and intangible. Each category of elements can be measured and evaluated by specific indexes, where:

-- Tangible elements refer to the identifiable and directly measurable resources that are controlled by the entity. The indexes of the element include but are not limited to material resources and financial resources, which reflect the ability of the brand entity to control the tangible resources;

-- Quality elements refer to the resources which are invested in quality commitment, quality management, and perceived quality. The indexes of the element include but are not limited to implementation of the quality management system, process documentation, and qualified quality management personnel, which reflect the sustainable and stable ability of the brand entity to provide products and services that meet customer needs;

-- Innovation elements refer to the resources that are invested in innovation activities. The indexes of the element include but are not limited to the ability, sustainability and effectiveness of innovative activities, which reflect the capacity, sustainability and effectiveness of the brand entity's innovation activities;

-- Service elements refer to the activities that are carried out by the brand entity to meet customer needs and strengthen brand perception and participation. The indexes of the element include but are not limited to […]

7.1 Quantitative evaluation indexes

The quantification of the evaluation of brand value elements can be measured and calculated according to the methods that are given in GB/T 29186.2 ~ GB/T 29186.6. In the quantification process, the metric calculation formula which is given in the above standard can also be optimized according to the actual situation.

7.2 Measurement and calculation results

By weighting and summing the scores of the evaluation indexes of each element, calculate the evaluation result of each element. The calculation formula is shown in Formula (1):

Where:

K -- evaluation value of a certain element of brand value;

Ki -- evaluation value of the ith first-level index in a certain element;

Wi -- weight of influence of the ith first-level index on a certain element that is evaluated.

For example, the evaluation index system is composed of multi-level indexes; the brand value element score can be obtained by calculating indexes of each level; the calculation formula can be extended with reference to Formula (1).

8.1 Evaluation subject

Evaluation subjects are generally entities that carry out evaluation of brand value elements, brand evaluation and brand management activities. […]