GB/T 29186.2-2021Evaluation of brand value elements—Part 2: Tangible elements (English PDF)
品牌价值要素评价 第2部分：有形要素
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Issued by
SAMR; SAC
Level / Type
National · Recommended
Issue date
April 30, 2021
Implementation date
November 1, 2021
Scope
GB/T 29186.2-2021 is the English-translated version of 品牌价值要素评价 第2部分：有形要素.
GB/T 29186.2-2021 is the part of the Chinese series on the evaluation of brand value elements that covers the tangible elements.
It sets the basic requirements, the system of evaluation indicators, the measurement of each indicator and the calculation of the result, for the tangible side of a brand: the assets, the production capacity, the products and the other material things behind it.
It applies to the evaluation of the tangible elements of brand value. Companies, valuation firms and the bodies that certify a brand value use it. Issued on 30 April 2021, it has applied since 1 November 2021.
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Document preview — GB/T 29186.2-2021
National Standard of the People's Republic of China
- ICS
- 03.140
- Classification
- A 00
Issued by: State Administration for Market Regulation; Standardization Administration of the PRC
Contents
- Foreword3
- 1 Scope4
- 2 Normative references4
- 3 Terms and definitions4
- 4 Basic requirements5
- 5 Evaluation index system5
- 6 Index measurement6
- 7 Result measurement and calculation15
- Appendix A (Informative) Examples of evaluation indexes of brand value tangible elements17
Foreword
GB/T 29186 "Evaluation of brand value elements" is divided into 6 parts:
-- Part 1: General principles;
-- Part 2: Tangible elements;
-- Part 3: Quality elements;
-- Part 4: Innovation elements;
-- Part 5: Service elements;
-- Part 6: Intangible elements. This Part is Part 2 of GB/T 29186.
This Part was drafted in accordance with the rules given in GB/T 1.1-2009.
1 Scope
This Part of GB/T 29186 specifies the basic requirements, evaluation index system, index measurement, result calculation for the evaluation of tangible elements of brand value.
This Part applies to various entities to carry out evaluation of brand value elements, brand evaluation and brand management activities.
2 Normative references
The following documents are indispensable for the application of this document.
For dated references, only the dated version applies to this document. For undated references, the latest edition (including all amendments) applies to this document.
GB/T 29185, Brand value - Vocabulary GB/T29186.1, Evaluation of brand value elements - Part 1: General principles
GB/T 29187, Brand valuation - Requirements for monetary brand valuation (GB/T 29187-2012, ISO 10668:2010, IDT)
ISO 20671:2019 Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by GB/T 29185, GB/T 29186.1, GB/T 29187,
ISO 20671:2019 and the following ones are applicable to this document.
3.1 Tangible elements
An identifiable and directly measurable resource that is controlled by an entity.
Note: Including but not limited to material resources and financial resources.
3.2 Material resources
Assets, which exist in the form of specific physical objects, that are controlled by an entity.
Note: Including equipment, facilities, buildings, land, inventory, minerals, and other natural resources that have special significance for brand development.
3.3 Financial resources
Monetary assets and operating results that reflect the business capabilities of an entity.
Note: Including circulating funds, stocks, futures, bonds, and other investment and financing capabilities that are of special significance to brand development.
4 Basic requirements
When carrying out the evaluation of brand value tangible elements, it must be carried out in accordance with the general principles and evaluation procedures that are specified in GB/T 29186.1. When constructing the evaluation index system, obtaining evaluation data, calculating evaluation results, and issuing evaluation reports, it must comply with corresponding requirements of GB/T 29186.1; the personnel implementing the evaluation shall meet the capability requirements which are set out in GB/T 29186.1.
5 Evaluation index system
5.1 Overview
When evaluating the tangible elements of brand value, it can be carried out from seven aspects: market performance, profitability, solvency, operation ability, development ability, material culture and environmental protection construction.
5.2 Index system composition
The evaluation index system of tangible elements of brand value is shown in Figure 1.
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This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 17 pages — is available in the English PDF.
Referenced standards
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Related Standards
GB/T 29185-2021 — Brand - Vocabulary
GB/T 29187-2012 — Brand valuation -- Requirements for monetary brand valuation
GB/T 29186.1-2021 — Evaluation of brand value elements - Part 1: General principles
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