GB/T 39070-2020 in English
VALIDBrand valuation—Daily chemical articles industry
- Issued on:2020-07-21
- Implemented on:2021-02-01
- File Format:PDF
- Delivery:Via email within 1~3 business days
$127.00
《GB/T 39070-2020品牌价值评价 日用化学品业》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
Standard Framework and Technology Evolution
As an industry extension of the GB/T 29185 series of standards, this standard establishes a special evaluation system for the characteristics of the daily chemicals industry for the first time. Compared with the 2012 version of the basic standard, it innovatively introduces the dual dimensions of quality factors and innovation factors, reflecting the industry development trend of quality drive and technological innovation under the background of consumption upgrading.
Comparison of Core Evaluation Methods
| Method Type | Applicable Scenarios | Data Requirements | Accuracy Level |
|---|---|---|---|
| Multi-period Excess Return Method | Growth Brand | Complete Financial Report for More Than 3 Years | AAA |
| Incremental Return Method | Emerging Brand | Competitive Benchmarking Data | AA |
| Licensing Fee Savings Method | Multinational Brand | Franchise Record | A |
Five-dimensional model of brand strength
Take a listed cosmetics company as an example, the calculation process of its brand strength coefficient is as follows:
- Tangible factors (weight 30%): market share 21%, ROE 18%
- Intangible factors (25%): 23 invention patents, ESG rating A
- Quality factors (20%): ISO22716 certification, 100% sampling pass rate
- Service factors (15%): customer satisfaction 92%, return and exchange response <24h
- Innovation factors (10%): R&D investment accounts for 5.2%, participated in the formulation of 2 national standards
The weighted calculation shows that the brand strength coefficient is 2.17, corresponding to a correction factor of 1.83.
Implementation suggestions
1. Data collection phase: It is recommended to establish a brand value data center to integrate multi-source data such as ERP, CRM, and public opinion monitoring
2. Indicator optimization direction: The weights of emerging indicators such as the proportion of live e-commerce channels and ingredient patents can be increased
3. Result application scenarios: Applicable to business decisions such as M&A valuation, financing pledge, and tax planning
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