GB/T 39905-2021Regional brand valuation—Industrial clusters (English PDF)

Foreword

This document is in accordance with the provisions of GB/T 1.1-2020 "Guidelines for Standardization Work Part 1: Structure and Drafting Rules of Standardization Documents" Drafting.

Introduction

As a kind of industrial phenomenon and economic activity with spatial characteristics, industrial agglomeration is promoting regional economic growth and enhancing regional competitiveness.

The role of face is becoming more and more significant. Relying on the regional brands formed in industrial clusters, the influence of the audience's decision-making behavior cannot be ignored. In today In the social and economic life of China, the value of regional brands has been increasingly recognized and accepted by the public. Scientific evaluation of regional brand value can help The region recognizes regional brands, understands the main factors affecting regional brand value, and enhances regional industrial competitiveness and brand influence.

Provide important work basis for the development of regional brand building.

This document is based on the multi-period excess return method in GB/T 29187 (ISO 10668:2010, IDT) to establish a measurement model, with emphasis on The cash flow brought by the brand in the future economic life cycle is converted into the present value with an appropriate discount rate to measure the brand value. Given the future There are large uncertainties in long-term earnings and it is difficult to predict accurately. Therefore, the brand's future earnings cycle is divided into the short-term predictable abnormal growth period and the In the future, there will be multiple cycles in the long-term. The brand strength coefficient is introduced into the brand value calculation to reflect the discount of the brand's possible future revenue. Present ability.

This document adopts various forms such as expert discussion, field survey, calculation verification, trial evaluation, etc. to determine the calculation model and brand strength in the standard.

The content of the standard index system, and through the work process of practice, verification, calibration, modification, and re-practice, the standard content is continuously improved in order to maximize Obtain objective value calculation results to the maximum extent. Regional Brand Value Evaluation Industry Cluster

1 Scope

This document specifies the calculation model, brand strength influencing factors and calculation process for regional brand value evaluation.

This document is suitable for brand value evaluation of regional brands based on the formation of industrial clusters.

This document is not applicable to regional brand value evaluation of geographical indication products.

2 Normative references

The contents of the following documents constitute the indispensable clauses of this document through normative references in the text. Among them, dated quotations Only the version corresponding to that 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 Value Terms

GB/T 29187 Brand Evaluation Brand Value Evaluation Requirements

3 Terms and definitions

The following terms and definitions defined in GB/T 29185 apply to this document.