GB/T 29186.4-2021Evaluation of brand value elements—Part 4: Innovation elements (English PDF)

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 4 of GB/T 29186.

This Part was drafted in accordance with the rules given in GB/T 1.1-2009.

This Part replaces GB/T 31043-2014, "Brand value - Requirements for technology innovation evaluation". Compared with GB/T 31043-2014, the main technical changes, except editorial changes, are as follows:

a) Add "Introduction";

b) Delete the definitions of "technical innovation" and "capacity";

c) Modify the definition of "innovation";

d) Delete "purpose statement", "definition of the evaluated brand" and "requirements for evaluators" in the "general requirements".

e) Modify the evaluation index system, expanding from the two aspects: innovation effectiveness and innovation capacity, to three aspects: brand innovation management capacity, brand innovation development capacity and brand innovation benefit level; modify the second-level evaluation indexes and their specific evaluation contents;

f) Modify the content and structure of Appendix A;

g) Modify the evaluation method of specific indexes;

h) Add examples of evaluation of brand value innovation elements.

1 Scope

This Part of GB/T 29186 specifies the basic requirements, evaluation index system, index measurement, result measurement and calculation for the evaluation of brand value innovation elements.

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 29187, ISO 20671:2019 and the following ones are applicable to this document.

4 Basic requirements

The evaluation of brand value innovation elements shall 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 the evaluation data, calculating the evaluation results, and issuing the evaluation reports, it must comply with corresponding requirements of GB/T 29186.1; the personnel implementing the evaluation shall meet the capacity requirements which are set out in GB/T 29186.1.

5 Evaluation index system