GB/T 29188-2022Brand valuation - Multi-cycle excess earnings method (English PDF)
品牌价值评价 多周期超额收益法
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Issued by
State Administration for Market Regulation; Standardization Administration of China
Level / Type
National · Recommended
Issue date
December 30, 2022
Implementation date
December 30, 2022
Scope
GB/T 29188-2022 is the English-translated version of 品牌价值评价 多周期超额收益法.
GB/T 29188-2022 is the Chinese standard "Brand valuation - Multi-cycle excess earnings method". Its scope clause reads: This document describes the calculation method of brand value evaluation using the multi-period excess return method, and establishes the evaluation process.
This document is applicable to the value evaluation of brands that can continue to generate excess returns within a certain period, and the brand value evaluation in other situations can be Refer to use. Its clauses include terms and definitions.
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Document preview — GB/T 29188-2022
National Standard of the People's Republic of China
- ICS
- 03.140
- Classification
- A 00
- Replacing
- GB/T 29188-2012
Issued by: State Administration for Market Regulation; Standardization Administration of China
Contents
- Preface
- Introduction
- 1 Scope
- 2 Normative references
- 3 Terms and Definitions
- 4 Calculation method
- 4.1 Constructing a multi-period excess return method model
- 4.2 Determining Brand Benefits
- 4.3 Determine the brand equity discount rate
- 5 Evaluation process
- 5.1 Determining the purpose of evaluation
- 5.2 Determine the evaluation object and scope
- 5.3 Judging the applicability of measurement methods
- 5.4 Determine model parameters
- 5.5 Collect measurement data
- 5.6 Calculation of brand value
- 5.7 Factors considered in the evaluation results
- Appendix A (Normative) Symbols used in this document
1 Scope
This document describes the calculation method of brand value evaluation using the multi-period excess return method, and establishes the evaluation process.
This document is applicable to the value evaluation of brands that can continue to generate excess returns within a certain period, and the brand value evaluation in other situations can be
Refer to use.
2 Normative references
The contents of the following documents constitute the essential provisions of this document through normative references in the text. Among them, dated references
For documents, only the version corresponding to the date is applicable to this document; for undated reference documents, the latest version (including all amendments) is applicable to this document.
GB/T 29185 brand terms
GB/T 29186.1 Evaluation of Brand Value Elements Part 1.General Rules
GB/T 29186.2 Evaluation of Brand Value Elements Part 2.Tangible Elements
GB/T 29186.3 Evaluation of Brand Value Elements Part 3.Quality Elements
GB/T 29186.4 Evaluation of Brand Value Elements Part 4.Innovation Elements
GB/T 29186.5 Evaluation of Brand Value Elements Part 5.Service Elements
GB/T 29186.6 Brand Value Elements Evaluation Part 6.Intangible Elements
GB/T 39654 Brand Evaluation Principles and Basis
3 Terms and Definitions
GB/T 29185, GB/T 39654 and the following terms and definitions apply to this document.
3.1 brand
Intangible assets, including but not limited to names, terms, symbols, images, logos, designs or combinations thereof, used to distinguish products, services and/or real estate
Individuals, or both, can form unique impressions and associations in the awareness of stakeholders, thereby generating economic benefits (value).
[Source. GB/T 39654-2020, 3.1]
3.2 brand value brandvaluation
The value of a brand (3.1) as an asset of an entity.
Note. The brand value in this document is reflected in the form of currency by measuring the economic value of the brand.
[Source. GB/T 39654-2020, 3.8]
3.3
A method to measure brand value by using the present value of the future residual income after deducting the income of all other assets needed for business operation method. […]
......
This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 12 pages — is available in the English PDF.
Referenced standards
Normative references
Cited by
- GB/T 31045-2025Brand valuation - Agricultural products
- GB/T 45491-2025Brand valuation — Senior care services industry
- GB/T 31047-2023Brand valuation - Food processing and manufacturing industry
- GB/T 31277-2022Brand valuation—Retail industry
- GB/T 31280-2022Brand valuation—Alcohol, beverage and refined tea manufacturing industry
- GB/T 42232-2022Brand evaluation—Diversified companies
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Editions of GB/T 29188
| Edition | Title | Revision | Status |
|---|---|---|---|
| GB/T 29188-2022 | Brand valuation - Multi-cycle excess earnings method | first revision | Current |
| GB/T 29188-2012 | Brand valuation - Multi-cycle excess earnings method | first issue | Superseded |
This page sells the current edition, GB/T 29188-2022. Earlier editions are listed for reference only.
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Related Standards
GB/T 29185-2021 — Brand - Vocabulary
GB/T 29186.1-2021 — Evaluation of brand value elements - Part 1: General principles
GB/T 29186.2-2021 — Evaluation of brand value elements—Part 2: Tangible elements
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