GB/T 29186.6-2021 English PDF (GB/T29186.6-2021)

GB/T 29186.6-2021: Evaluation of brand value elements - Part 6: Intangible elements
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GB/T 29186.6-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S REPUBLIC OF CHINA
ICS 03.140
CCS A 00
Evaluation of brand value elements - Part 6: Intangible
elements
ISSUED ON: APRIL 30, 2021
IMPLEMENTED ON: NOVEMBER 01, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the People’s Republic of
China.
Table of Contents
Foreword ... 3 
1 Scope ... 4 
2 Normative references ... 4 
3 Terms and definitions ... 4 
4 Basic requirements ... 5 
5 Evaluation index system ... 5 
6 Index measurement ... 6 
7 Result measurement and calculation ... 10 
Appendix A (Informative) Evaluation index system of brand value intangible
elements ... 11 
Foreword
GB/T 29186 "Evaluation of brand value elements" is divided into 6 parts:
-- Part 1: General principles;
-- Part 2: Tangible elements;
-- Part 3: Quality elements;
-- Part 4: Innovation elements;
-- Part 5: Service elements;
-- Part 6: Intangible elements.
This Part is Part 6 of GB/T 29186.
This Part was drafted in accordance with the rules given in GB/T 1.1-2009.
This Part was proposed and managed by the National Technical Committee
532 on Brand Evaluation of Standardization Administration of China (SAC/TC
532).
The drafting organizations of this Part: China Appraisal Society, China Council
for Brand Development, China United Assets Appraisal Group, Zhonghe Asset
Appraisal Co., Ltd., China Tong Cheng Assets Appraisal Co., Ltd., Beijing
Liancheng Asset Evaluation Co., Ltd.
The drafters of this Part: Zhang Genghua, Han Liying, Hu Zhi, Chen Minghai,
Lv Anran, Du Yuanyu, Yu Yue, Han Yan, Hong Fangyuan, Li Yeqiang, Luo Jing,
Lv Haoyang, Chen Meichi, Zhu Jun, Zhang Shufan, Liu Wutang, Han Qiqi, Yue
Huaguang, Sun Jianbo.
Evaluation of brand value elements - Part 6: Intangible
elements
1 Scope
This Part of GB/T 29186 specifies the basic requirements, evaluation index
system, index measurement, result calculation for the evaluation of intangible
elements of brand value.
This Part applies to various entities to carry out evaluation of brand value
elements, brand evaluation and brand management activities.
2 Normative references
The following documents are indispensable for the application of this document.
For dated references, only the dated version applies to this document. For
undated references, the latest edition (including all amendments) applies to this
document.
GB/T 29185, Brand value - Vocabulary
GB/T 29186.1, Evaluation of brand value elements - Part 1: General
principles
GB/T 29187, Brand valuation - Requirements for monetary brand valuation
(GB/T 29187-2012, ISO 10668:2010, IDT)
ISO 20671:2019 Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by GB/T 29185, GB/T 29186.1, GB/T 29187,
ISO 20671:2019 and the following ones are applicable to this document.
3.1 Intangible elements
Knowledge, strategy, and cultural resources that are possessed by the entity.
Note 1: It does not have a physical form and is recognizable.
Note 2: It reflects the positioning, image, uniqueness and influence of the brand.
Note 3: It is the brand recognition at the awareness level of market participants
such as brand entities, customers and other stakeholders, and the
business environment activities and resources that affect brand
practice; it continues to play a role in the creation, cultivation, and
maintenance of brand building.
4 Basic requirements
When carrying out the evaluation of brand value intangible elements, it must be
carried out in accordance with the general principles and evaluation procedures
that are specified in GB/T 29186.1. When constructing the evaluation index
system, obtaining evaluation data, calculating evaluation results, and issuing
evaluation reports, it must comply with corresponding requirements of GB/T
29186.1; the personnel implementing the evaluation shall meet the capability
requirements which are set out in GB/T 29186.1.
5 Evaluation index system
5.1 Overview
When evaluating the brand value intangible elements, it can be carried out from
three aspects: brand culture, brand influence, and brand management.
5.2 Index system composition
The evaluation index system of brand value intangible elements is shown in
Figure 1.
GB/T 29186.6-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S REPUBLIC OF CHINA
ICS 03.140
CCS A 00
Evaluation of brand value elements - Part 6: Intangible
elements
ISSUED ON: APRIL 30, 2021
IMPLEMENTED ON: NOVEMBER 01, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the People’s Republic of
China.
Table of Contents
Foreword ... 3 
1 Scope ... 4 
2 Normative references ... 4 
3 Terms and definitions ... 4 
4 Basic requirements ... 5 
5 Evaluation index system ... 5 
6 Index measurement ... 6 
7 Result measurement and calculation ... 10 
Appendix A (Informative) Evaluation index system of brand value intangible
elements ... 11 
Foreword
GB/T 29186 "Evaluation of brand value elements" is divided into 6 parts:
-- Part 1: General principles;
-- Part 2: Tangible elements;
-- Part 3: Quality elements;
-- Part 4: Innovation elements;
-- Part 5: Service elements;
-- Part 6: Intangible elements.
This Part is Part 6 of GB/T 29186.
This Part was drafted in accordance with the rules given in GB/T 1.1-2009.
This Part was proposed and managed by the National Technical Committee
532 on Brand Evaluation of Standardization Administration of China (SAC/TC
532).
The drafting organizations of this Part: China Appraisal Society, China Council
for Brand Development, China United Assets Appraisal Group, Zhonghe Asset
Appraisal Co., Ltd., China Tong Cheng Assets Appraisal Co., Ltd., Beijing
Liancheng Asset Evaluation Co., Ltd.
The drafters of this Part: Zhang Genghua, Han Liying, Hu Zhi, Chen Minghai,
Lv Anran, Du Yuanyu, Yu Yue, Han Yan, Hong Fangyuan, Li Yeqiang, Luo Jing,
Lv Haoyang, Chen Meichi, Zhu Jun, Zhang Shufan, Liu Wutang, Han Qiqi, Yue
Huaguang, Sun Jianbo.
Evaluation of brand value elements - Part 6: Intangible
elements
1 Scope
This Part of GB/T 29186 specifies the basic requirements, evaluation index
system, index measurement, result calculation for the evaluation of intangible
elements of brand value.
This Part applies to various entities to carry out evaluation of brand value
elements, brand evaluation and brand management activities.
2 Normative references
The following documents are indispensable for the application of this document.
For dated references, only the dated version applies to this document. For
undated references, the latest edition (including all amendments) applies to this
document.
GB/T 29185, Brand value - Vocabulary
GB/T 29186.1, Evaluation of brand value elements - Part 1: General
principles
GB/T 29187, Brand valuation - Requirements for monetary brand valuation
(GB/T 29187-2012, ISO 10668:2010, IDT)
ISO 20671:2019 Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by GB/T 29185, GB/T 29186.1, GB/T 29187,
ISO 20671:2019 and the following ones are applicable to this document.
3.1 Intangible elements
Knowledge, strategy, and cultural resources that are possessed by the entity.
Note 1: It does not have a physical form and is recognizable.
Note 2: It reflects the positioning, image, uniqueness and influence of the brand.
Note 3: It is the brand recognition at the awareness level of market participants
such as brand entities, customers and other stakeholders, and the
business environment activities and resources that affect brand
practice; it continues to play a role in the creation, cultivation, and
maintenance of brand building.
4 Basic requirements
When carrying out the evaluation of brand value intangible elements, it must be
carried out in accordance with the general principles and evaluation procedures
that are specified in GB/T 29186.1. When constructing the evaluation index
system, obtaining evaluation data, calculating evaluation results, and issuing
evaluation reports, it must comply with corresponding requirements of GB/T
29186.1; the personnel implementing the evaluation shall meet the capability
requirements which are set out in GB/T 29186.1.
5 Evaluation index system
5.1 Overview
When evaluating the brand value intangible elements, it can be carried out from
three aspects: brand culture, brand influence, and brand management.
5.2 Index system composition
The evaluation index system of brand value intangible elements is shown in
Figure 1.