GB/T 36678-2018 in English
VALIDRegional brand evaluation—Geographical indications
- Issued on:2018-09-17
- Implemented on:2019-04-01
- File Format:PDF
- Delivery:Via email within 1~3 business days
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《GB/T 36678-2018区域品牌价值评价 地理标志产品》由TC532（全国品牌评价标准化技术委员会）归口，主管部门为国家标准化管理委员会。
Introduction
GB/T 36678—2018 Standardization Framework and Key Points
| Dimensions | Core Content | Key Indicators | Application Scenarios |
|---|---|---|---|
| Brand Value Measurement Model | Based on the premium method of ISO10668, introducing the gross profit margin indicator | - Gross Profit Margin (GPR) - Excess Gross Profit Margin (EGPR) - Unit Excess Profit (EP) | Brand Value Evaluation of Geographical Indication Products |
| Brand Strength Index System | Multi-dimensional Evaluation of Intangible Elements, Quality, Service and Protection Innovation | - Intangible factors (K1) - Quality (K2) - Service (K3) - Protection of innovation (K4) | Brand core competitiveness analysis |
| Measurement process and method | Systematic process from data collection to result reporting | - Data collection - Model calculation - Result verification | Regional brand value enhancement strategy formulation |
Professional terms and practical application cases
Taking Gross profit margin (GPR) as an example, the calculation formula is:
GPR = (P - C) / PWhere: P is the average unit price of the product, and C is the average unit cost.
In actual application, by comparing the gross profit margin difference between geographical indication products (GI) and general products (GP), the excess gross profit margin (EGPR) is calculated, and combined with the brand strength multiplier (BSM), the regional brand value is finally obtained: V_B = E × Q × K_m.
Standard formulation background and technology evolution analysis
GB/T 36678-2018 is formulated based on the following background:
- International common rules:As intellectual property rights under the WTO framework, geographical indications need to establish a unified evaluation standard.
- Regional economic development needs:Enhance regional visibility and competitiveness through brand value assessment.
- Technological evolution: Based on ISO10668, the gross profit margin index is introduced, the premium method model is improved, and the scientificity and operability of the measurement are enhanced.
Implementation suggestions
To ensure the effective implementation of the standard, the following suggestions are put forward:
- Data collection: Establish a unified data collection platform to ensure that the information is true and accurate.
- Expert evaluation: Form a multi-field expert group to conduct horizontal comparison and vertical analysis of brand strength indicators.
- Dynamic optimization: Regularly update the measurement model and adjust the weight assignment in combination with market changes.
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