GB/T 42232-2022Brand evaluation—Diversified companies (English PDF)
品牌价值评价 多元化经营企业
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Issued by
SAMR; SAC
Level / Type
National · Recommended
Issue date
December 30, 2022
Implementation date
December 30, 2022
Scope
GB/T 42232-2022 is the English-translated version of 品牌价值评价 多元化经营企业.
GB/T 42232-2022 is the Chinese national standard for putting a value on the brand of a company that operates across more than one industry.
It classifies such companies as dominant or non-dominant, gives a separate brand evaluation method for each, and lays out the evaluation process in eight steps: identifying the purpose, determining the type of diversified company, describing the brand, identifying the value influencing factors, setting the model parameters, collecting the data, performing the evaluation and reporting the results.
Its definitions are exact, counting as a business unit an industry that brings in more than five percent of annual sales revenue, and as dominant a company where one unit or combination of units reaches fifty percent or more.
It applies to single-brand and multi-brand diversified companies. Issued on 30 December 2022, it has applied since that same date.
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Document preview — GB/T 42232-2022
National Standard of the People's Republic of China
- ICS
- 03.140
- Classification
- A 00
Issued by: State Administration for Market Regulation; Standardization Administration of the PRC
Contents
- Preface
- Introduction
- 1 Scope
- 2 Normative references
- 3 Terms and Definitions
- 4 Classification and Brand Evaluation Principles of Diversified Enterprises
- 4.1 Classification of Diversified Enterprises
- 4.2 Evaluation Principle
- 5 Evaluation method
- 5.1 Brand Evaluation Method of Leading Diversified Enterprises
- 5.2 Brand evaluation methods of non-dominant diversified enterprises
- 6 Evaluation process
- 6.1 Identify the purpose of evaluation
- 6.2 Determine the type of diversified business enterprise
- 6.3 Describe the evaluated brand
- 6.4 Identify value influencing factors
- 6.5 Determining model parameters
- 6.6 Collect evaluation data
- 6.7 Performing the evaluation process
- 6.8 Reporting evaluation results
- Reference
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 for Standardization Documents" drafting.
Introduction
Diversified management is a strategic model for enterprise development. Looking at the development history of enterprises in major economically developed countries in the world, the strategy of diversification slightly played an important role in it. With the deepening of my country's reform and opening up and the acceleration of world economic integration, Chinese enterprises Also began to implement a diversified business strategy.
According to the different levels of correlation among the various business units in the enterprise's diversified operation strategy, the diversified operation enterprises can be divided into dominant type, non-dominant diversified enterprises. Compared with single-management enterprises, diversified-management enterprises are also better in terms of financial index analysis and brand strength evaluation. more complicated. Therefore, it is advisable to adopt different methods and paths to develop brand value according to the characteristics of brand building of different types of diversified business enterprises.
1 Scope
This document establishes the classification and brand evaluation principles of diversified management enterprises, and describes the methods of brand evaluation for various diversified management enterprises. It also stipulates the relevant requirements for the evaluation process.
This document is applicable to the brand value evaluation of diversified business enterprises with single brand strategy and multi-brand strategy.
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 29187 Brand Evaluation Brand Value Evaluation Requirements
GB/T 29188 Multi-period excess return method for brand evaluation
GB/T 39654 Brand Evaluation Principles and Basis
3 Terms and Definitions
The following terms and definitions defined in GB/T 29185, GB/T 29187, GB/T 29188 and GB/T 39654 apply to this document.
3.1 Diversified operation
A business model involving two or more industry classifications.
Note 1. Industry classification refers to GB/T 4754.
Note 2. Diversified management can be either a single brand strategy, that is, the enterprise group shares the same brand with each business unit, or a multi-brand strategy, that is, the enterprise group The group and each business unit use different brands respectively.
3.2 Business unit
Based on specific products and industries, an enterprise is a strategic organization composed of several business divisions or certain parts of business divisions.
Note 1. The annual sales revenue of an enterprise in a certain industry accounts for more than 5% of the total annual sales revenue of the enterprise, which can be counted as a business unit, and the sales revenue accounts for less than 5%. industries are not considered as business units.
Note 2. In diversified business enterprises, there are two or more highly related or shareable raw materials, core technologies, target markets and distribution channels, etc.
The combination of the above business units is called business unit combination.
3.3 Dominant diversified enterprise
The annual sales revenue of one of the business units or a combination of business units accounts for more than or equal to 50% of the total sales revenue of the enterprise for the year, or a diversified business enterprise whose annual sales income proportion of a certain business unit or a combination of business units is 30% higher than that of other business units.
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This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 15 pages — is available in the English PDF.
Referenced standards
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Related Standards
GB/T 29185-2021 — Brand - Vocabulary
GB/T 29187-2012 — Brand valuation -- Requirements for monetary brand valuation
GB/T 29188-2022 — Brand valuation - Multi-cycle excess earnings method
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