GB/T 36679-2018Brand valuation—Independent innovation enterprises (English PDF)

Foreword

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

Introduction

0.1 General

Brand value is the embodiment of comprehensive strength and comprehensive competitiveness of enterprises. Independent innovation is the core of brand cultivation, and it has its own core technology.

The value evaluation of the main innovative brand is an important criterion for measuring the effectiveness of innovation. In the process of transition from Chinese manufacturing to Chinese creation, The construction and development process of the country's independent innovation brand not only requires breakthroughs in thinking, but also requires systematic guidance and practice.

This standard is guided by the theory of brand value that has reached international consensus at present, and the characteristics and excellence of independent innovation practice in China Based on experience, it is fully analyzed through the development of China's independent innovation brand development environment, status quo, advantages and disadvantages. The purpose of this standard is to China's innovative superior enterprises carry out independent brand building, provide brand guidance and technical support to enhance brand value, and guide enterprises to rely on innovation to improve Brand value and gold content and international influence, establish market competitive advantages, and provide independent innovation brand evaluation and construction for relevant departments Work basis.

0.2 Analysis of the Connotation of Independent Innovation

Independent innovation in this standard is a broad concept, which is capable of autonomously controlling and grasping the direction of technological development under the background of reform and opening up.

And the process, to learn from others, for the innovation I use, rather than abandon the external excellent technical resources, self-enclosed narrow innovation. Independent innovation package Innovative forms of different forms and levels, including original innovation, integrated innovation, and introduction, digestion and re-innovation, are not limited to technical fields or systems.

The manufacturing industry also includes independent innovation activities in the service industry and emerging industries.

0.3 Guiding Significance of "Five Elements" of Brand Value

Brand value evaluation is an important support for brand value development, value enhancement and value realization. Five elements of brand value (tangible assets, no Shape assets, quality, service, technological innovation) cover the internal basic factors that influence the formation and development of brands, and are the core of brand value formation and change.

The heart element, the structure is reasonable, scientific and complete, and has reached a broad consensus in the international arena. This standard uses five elements as a guide to construct an evaluation index system.

Not only can we conduct comprehensive and reasonable value evaluation and guidance for independent innovation brands, but also help to promote China's independent innovation products under the new situation.

The card goes international and promotes the establishment and improvement of a globally unified international standard system for brand value evaluation.

0.4 Evaluation Model Logic Thoughts

The overall idea of the independent innovation enterprise brand value evaluation model is to determine the brand value based on the discounted future brand income. Model building charge The financial factors and non-financial factors are considered to influence the brand value. The financial factors are mainly the operating profit and asset income of the enterprise.

Market performance, etc., non-financial factors mainly from technological innovation, quality, intangible assets, services, etc. The model measures the company's business profit for the last three years.

Based on Run, the company predicts the future profitability of the company and converts it into the present value with an appropriate discount rate. Based on this, the brand effect index is introduced to calculate Brand revenue. At the same time, the brand strength coefficient is introduced into the model to reasonably correct the brand value results to accurately reflect the current value of the brand.

1 Scope

This standard stipulates the brand value evaluation model, brand strength measurement index, brand value measurement process and brand price of independent innovation enterprises. The relevant requirements for the value measurement report.

This standard is applicable to the calculation of brand value for enterprises that have mastered independent intellectual property rights and core technologies and have outstanding ability to continuously innovate. activity.

2 Normative references

The following documents are indispensable for the application of this document. For dated references, only dated versions apply to this document. For undated references, the latest edition (including all amendments) applies to this document.

GB/T 29185 brand value term

GB/T 29186 brand value elements

GB/T 29187 brand evaluation brand value evaluation requirements

GB/T 29188 brand evaluation multi-cycle excess income method

GB/T 31041 brand value quality evaluation requirements

GB/T 31043 brand value technology innovation evaluation requirements

3 Terms and definitions

GB/T 29185, GB/T 29186, GB/T 29187, GB/T 29188, GB/T 31041 and GB/T 31043 Column terms and definitions apply to this document.

4 Independent innovation enterprise brand value evaluation model