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GB/T 39870-2021 English PDF (GBT39870-2021)

GB/T 39870-2021 English PDF (GBT39870-2021)

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GB/T 39870-2021: Brand valuation -- Automobile manufacturing industry

This Standard specifies the calculation model, calculation indicators and calculation process of brand valuation for enterprises or products in the automobile manufacturing industry. This Standard is applicable to the brand valuation of automobile manufacturing enterprises registered in China and with complete brand management, research and amp; development, manufacturing, sales, after-sales and quality assurance records in China.
GB/T 39870-2021
GB
NATIONAL STANDARD OF THE
PEOPLE REPUBLIC OF CHINA
ICS 03.140
A 00
Brand Valuation - Automobile Manufacturing Industry
ISSUED ON: MARCH 9, 2021
IMPLEMENTED ON: OCTOBER 1, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the PEOPLE Republic of
China.
Table of Contents
Foreword ... 3
1 Scope ... 4
2 Normative References ... 4
3 Terms and Definitions ... 4
4 Calculation Model of Brand Valuation ... 4
4.1 Model of Multi-cycle Excess Earnings Method ... 4
4.2 Determination of Brand Cash Flow ... 5
4.3 Determination of Brand Value Discount Rate ... 6
5 Brand Strength Calculation Indicators ... 7
5.1 Overview ... 7
5.2 Tangible Element (K1) ... 8
5.3 Quality Element (K2) ... 8
5.4 Innovation Element (K3) ... 8
5.5 Service Element (K4) ... 9
5.6 Intangible Element (K5) ... 9
6 Brand Value Calculation Process ... 10
6.1 Clarify Value Influencing Factors ... 10
6.2 Describe Calculated Brand ... 10
6.3 Determine Model Parameters ... 10
6.4 Collect Calculation Data ... 11
6.5 Execute Calculation Process ... 11
6.6 Report Calculation Results ... 11
Appendix A (informative) Brand Strength Calculation Indicators and
Descriptions of Automobile Manufacturing Industry ... 12
Bibliography ... 20
Brand Valuation - Automobile Manufacturing Industry
1 Scope
This Standard specifies the calculation model, calculation indicators and calculation process of brand valuation for enterprises or products in the automobile manufacturing industry.
This Standard is applicable to the brand valuation of automobile manufacturing enterprises registered in China and with complete brand management, research and development, manufacturing, sales, after-sales and quality assurance records in China. 2 Normative References
The following documents are indispensable to the application of this document. In terms of references with a specified date, only versions with a specified date are applicable to this document. In terms of references without a specified date, the latest version (including all the modifications) is applicable to this document. GB/T 29185 Brand Value - Vocabulary
GB/T 29186 Brand Value - Elements
GB/T 29187 Brand Valuation - Requirements for Monetary Brand Valuation
GB/T 29188 Brand Valuation - Multi-cycle Excess Earnings Method
3 Terms and Definitions
The terms and definitions defined in GB/T 29185, GB/T 29186, GB/T 29187 and GB/T 29188 are applicable to this document.
4 Calculation Model of Brand Valuation
4.1 Model of Multi-cycle Excess Earnings Method
Multi-cycle excess earnings method-based enterprise or enterprise group brand value is calculated in accordance with Formula (1):
Where,
IA---the tangible assets income;
ACT---the total amount of current tangible assets;
???CT---the rate of income on investment of current tangible assets;
ANCT---the total amount of non-current tangible assets;
???NCT---the rate of income on investment of non-current tangible assets. 4.2.2.3 Return on current tangible assets
The return on current tangible assets may be calculated with reference to the short- term benchmark loan interest rate issued by the PEOPLE Bank of China, for example, the one-year bank loan benchmark interest rate.
4.2.2.4 Return on non-current tangible assets
The return on non-current tangible assets may be calculated with reference to the long- term benchmark loan interest rate issued by the PEOPLE Bank of China, for example, the five-year bank loan benchmark interest rate.
4.3 Determination of Brand Value Discount Rate
4.3.1 Brand value discount rate
The brand value discount rate shall be calculated in accordance with Formula (4): Where,
R---the brand value discount rate;
Z---the industrial average rate of income on assets;
k---the brand strength coefficient.
4.3.2 Industrial average rate of income on assets
The industrial average rate of income on assets may be obtained by calculating the average rate of income on assets of listed enterprises in similar industries, types and scales. Or the industrial average rate of income on assets may also be obtained through the mode of statistical survey.
5.2 Tangible Element (K1)
The tangible element may be evaluated through the perspective of market influence. Market influence includes but is not limited to:
---Domestic market;
---Overseas market;
---New energy vehicle market;
---Business conditions.
5.3 Quality Element (K2)
5.3.1 Quality management
Quality management includes but is not limited to:
---Management system;
---Management performance.
5.3.2 Quality level
Quality level includes but is not limited to:
---Product quality;
---Product quality supervision;
---Enterprise?€?s energy conservation and environmental protection;
---Enterprise safety.
5.3.3 Quality reputation
Quality reputation includes but is not limited to:
---Quality credit;
---Quality honor.
5.4 Innovation Element (K3)
5.4.1 Innovation achievements
Innovation achievements include but are not limited to:
---New model sales;
---Brand honor;
---Brand loyalty;
---Brand awareness;
---Brand culture;
---Brand building system;
---Brand equity.
5.6.2 Social responsibility
Social responsibility includes but is not limited to:
---Management mechanism;
---Public responsibility;
---Employee care;
---Social activity.
5.6.3 Compliance management
Compliance management includes but is not limited to enterprise compliance. 6 Brand Value Calculation Process
6.1 Clarify Value Influencing Factors
The tangible, quality, innovation, service and intangible elements of an enterprise shall be comprehensively considered, especially the influence of non-financial factors, such as: quality and innovation, on brand value.
6.2 Describe Calculated Brand
Before calculation, the brand under evaluation shall be identified, defined and described, including its product range and value range, etc.
6.3 Determine Model Parameters
In accordance with relevant national policies and regulations, and the current market economy, determine:
---The year and cycle of evaluation;

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