GB/T 39911-2021Brand valuation—Telecommunications industry (English PDF)
品牌价值评价 电信业
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Issued by
SAMR; SAC
Level / Type
National · Recommended
Issue date
March 9, 2021
Implementation date
October 1, 2021
Scope
GB/T 39911-2021 is the English-translated version of 品牌价值评价 电信业.
GB/T 39911-2021 sets the brand valuation of the telecommunications industry. It fixes the multi-period excess return method by which the value is calculated, the brand strength evaluation index system, the process of the evaluation and the report that presents the result.
It applies to the brand value evaluation of telecommunications enterprises and of enterprise groups. Operators, valuation firms and industry associations use it. Issued on 9 March 2021, it has applied since 1 October 2021.
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Document preview — GB/T 39911-2021
National Standard of the People's Republic of China
- ICS
- 03.080
- Classification
- A 00
Issued by: State Administration for Market Regulation; Standardization Administration of the PRC
Contents
- Foreword
- 1 Scope
- 2 Normative references
- 3 Terms and definitions
- 4 Multi-period excess return method
- 5 Brand Strength Evaluation Index System
- 6 Brand value evaluation process
- 7 Brand Value Evaluation Results Report
- Appendix A (Informative Appendix) Brand Strength Evaluation Index System and Weight Description of Telecom Industry
- Reference
Foreword
This standard was drafted in accordance with the rules given in GB/T 1.1-2009.
1 Scope
This standard specifies the telecommunications industry brand value evaluation method, brand strength evaluation index system, brand value evaluation process and result report, etc. Content related requirements.
This standard applies to the brand value evaluation of telecommunications enterprises or enterprise groups (hereinafter collectively referred to as enterprises).
Note: Telecommunications companies refer to companies that provide or engage in various types of telecommunications services as defined in the Ministry of Industry and Information Technology's "Telecom Services Classification Catalog" (2015 Edition).
2 Normative references
The following documents are indispensable for the application of this document. For dated reference documents, only the dated version applies 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 29186 Brand Value Elements
GB/T 29187 Brand Evaluation Brand Value Evaluation Requirements (GB/T 29187-2012, ISO 10668:2010, IDT)
GB/T 29188 Brand Evaluation Multi-period Excess Income Method
3 Terms and definitions
The terms and definitions defined in GB/T 29185, GB/T 29186, GB/T 29187 and GB/T 29188 apply to this document.
4 Multi-period excess return method
4.1 Method overview
The multi-period excess return method is to calculate the future remaining cash flow after deducting all other asset income required for the operation of the evaluated brand A way to measure the value of the brand based on the present value. When using this method, the evaluated brand should meet the following conditions (including but not limited to).
---Continuous profit during the evaluation period;
---The evaluation period is in a period of steady growth.
4.2 Evaluation model
Refer to GB/T 29188 for the evaluation model and method of the multi-period excess return method.
4.3 Calculation formula of brand strength coefficient
The evaluator can be based on five factors. tangible elements (K1), intangible elements (K2), quality elements (K3), service elements (K4), and innovation elements (K5).
The brand strength (K) is obtained by weighting the first-level indicators. According to the characteristics of my country's telecommunications industry and the actual market conditions, the product Brand strength (K) is reversely transformed to form a brand strength coefficient, and its value range is limited to a scientific range. K is calculated according to formula (1). Ki×Wi (1)
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This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 25 pages — is available in the English PDF.
Referenced standards
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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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GB/T 39911-2021
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